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Persona research services and capabilities

NewtonX marketing personas research helps you understand your clients more deeply, making stronger connections through more authentic communication. These buyer persona research insights provide evidence of what your clients and prospects really think and feel—leading you to more customer-centric, confident decisions. 

By basing decisions on the real needs, wants and pain points of your prospects, success is built in from the start. That goes for everything, from updating your marketing assets to entering a new target market. NewtonX’s Custom Recruiting finds your niche audience and asks them exactly the right questions. You get a better product market fit as it’s tailored to specific users from its inception. Buyer persona research helps your marketing team be more intentional with how messaging is communicated and where it’s best placed. This specificity in positioning is much more cost efficient and successful than a generalized approach. 

NewtonX buyer persona research gives you believable, memorable characters that truly represent your different customer segments. We ensure all professionals we source for you are 100% verified, so you can ground your personas in confidence. With buyer persona research, teams can extrapolate the insights that are most useful to their department and your marketing personas can become part of your organization’s internal language. As your research partner, NewtonX ensures that your buyer personas evolve alongside your business growth.

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Persona research to deliver both scale and specificity

Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only persona research agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews.



  • Cryptocurrency specialists advising on hedge fund projects 
  • Advertising professionals overseeing brand spend
  • Reddit users that visit Reddit for NSFW content
  • IT decision-makers evaluating cloud software services

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What is persona research

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Why buyer persona research is important

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What are the benefits of persona research?

In today’s highly competitive business landscape, understanding your audience has never been more critical. Persona research, a methodical approach to defining and segmenting your target customers, offers a multitude of advantages for businesses. By delving into the unique characteristics, preferences, and pain points of distinct customer personas, companies can craft more tailored marketing strategies, enhance product development, and foster stronger customer relationships. In this article, we explore the significant benefits of persona research, highlighting how it empowers businesses to thrive in an era where personalized experiences and customer-centricity are paramount.

Targeted Marketing

Persona research enables businesses to create highly targeted marketing campaigns. By tailoring messages and content to specific personas, you can reach the right audience with the right message, increasing the chances of engagement and conversion.

Improved Product Development

Understanding the needs and preferences of your personas helps in developing products and services that align with customer expectations. This can lead to more successful product launches and higher customer satisfaction.

Enhanced Customer Communication

Persona research provides insights into how different personas prefer to communicate. This information can guide your communication channels, messaging tone, and content format, making it more appealing to your audience.

Increased Customer Loyalty

When customers feel that a brand understands their needs and values, they are more likely to remain loyal. Persona-driven strategies can build stronger customer relationships and improve customer retention rates.

Efficient Resource Allocation

Persona research allows businesses to allocate their marketing resources more efficiently. Instead of using a one-size-fits-all approach, you can focus your efforts and budget on the most promising customer segments, reducing wastage.

Content Relevance

Content marketing becomes more effective when it speaks directly to the pain points, interests, and challenges of specific personas. Relevant content leads to higher engagement and better results.

Competitive Advantage

Understanding your target audience better than your competitors can give you a competitive edge. Persona research helps identify niche opportunities and areas where you can outperform rivals.

Reduced Churn

Meeting the unique needs of different customer personas can reduce churn rates. When customers find value in your products or services tailored to their preferences, they are less likely to switch to competitors.

Data-Driven Decision-Making

Persona research provides data-driven insights that inform decision-making processes. It helps prioritize initiatives and investments that are most likely to resonate with your target audience.

Customer-Centric Culture

Persona research encourages a customer-centric culture within the organization. When employees understand and empathize with personas, they become more focused on delivering exceptional customer experiences.

Adaptation to Change

As customer preferences evolve, persona research allows businesses to adapt and evolve with them. It provides a continuous feedback loop for staying relevant in a dynamic market.

Higher ROI

By directing marketing efforts toward personas most likely to convert, businesses can achieve a higher return on investment (ROI) for their marketing campaigns.

What does a good buyer persona profile look like?

Effective buyer persona profiles are the cornerstone of successful marketing strategies. These profiles should encompass various elements for a comprehensive understanding of your target audience. Begin with demographic details, such as age, gender, location, job title, and income, to establish a persona’s context. Dive deeper into their job responsibilities and roles within their organization, shedding light on their professional challenges and goals. Explore their personal and professional objectives, pain points, and challenges to grasp what drives and hinders them.

Understanding buying behavior is crucial. Identify how personas research products or services, preferred communication channels, and decision-making criteria. Uncover motivations, values, objections, and concerns, as these aspects inform your messaging and positioning. Learn where they seek information, be it industry publications, websites, social media, or peer recommendations. Analyze their communication style, whether it’s formal or informal, and their tone in written and verbal communication.

Identify purchase triggers, such as time-sensitive needs, industry trends, or specific events. Map their customer journey, considering touchpoints and interactions with your brand from awareness to post-purchase. Leverage feedback and testimonials from customers who match your persona criteria to validate and enrich profiles. Incorporate real quotes and anecdotes from interviews or surveys to humanize personas, making them relatable and memorable.

Maintain updated persona profiles, revisiting and revising them regularly in response to changing market dynamics. Consider segmenting personas based on shared characteristics or behaviors for more targeted marketing efforts. Ensure alignment between your persona profiles and overall business goals and strategies to guide decision-making across departments. Detailed and accurate buyer personas enable tailored marketing and valuable solutions to your target audience.

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Qualitative vs Quantitative Persona Research

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What are the different types of personas?

In the realm of persona research, several types of personas can be developed to represent various facets of your target audience. These personas help businesses understand and cater to different customer segments. Here are some common types of personas:

Buyer Personas

These are the most common personas and focus on potential customers who are considering your product or service. Buyer personas help identify the motivations, challenges, and decision-making criteria of individuals in the purchasing process.

User Personas

User personas are centered around those who interact directly with your product or service. These personas delve into the user experience, usability preferences, and expectations, enabling you to design and optimize products with the end-user in mind.

Influencer Personas

In some cases, individuals who don’t make the final purchasing decision can influence it significantly. Influencer personas help identify key stakeholders who can sway the buying process and guide marketing efforts accordingly.

Negative Personas

These personas are developed by identifying characteristics that make individuals unlikely to become customers. Negative personas help businesses save resources by avoiding targeting people who are not a good fit for their offerings.

Recruiting interviewees for persona research

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How to perform persona research

Persona research is a structured process that involves gathering and analyzing data to create detailed, fictional representations of your target audience. This process allows businesses to better understand their customers’ needs, behaviors, and preferences. Here are the steps to effectively perform persona research:

Define Your Research Objectives

Begin by clearly outlining the goals and objectives of your persona research. What specific insights are you seeking? Are you looking to improve product development, marketing, or customer service strategies? Defining your objectives will guide your research efforts.

Identify Data Sources

Gather data from various sources to build a comprehensive picture of your audience. Common data sources include customer surveys, website analytics, social media insights, sales data, and customer feedback. Interviews and focus groups can also provide valuable qualitative data.

Analyze Existing Customer Data

Create surveys and conduct interviews to collect additional information directly from your audience. Ask questions about their goals, pain points, motivations, and preferences. Ensure a mix of closed-ended (quantitative) and open-ended (qualitative) questions to gain deeper insights.

Segment Your Audience

Divide your audience into segments based on shared characteristics or behaviors. This segmentation allows you to create distinct personas for each group. Common segmentation criteria include demographics, psychographics, buying stages, and product usage.

Create Persona Profiles

Based on the data collected, create detailed persona profiles for each segment. These profiles should include a persona’s name, age, job title, goals, challenges, hobbies, and pain points. Include a brief narrative that humanizes the persona.

Validate Your Personas

Validate your personas by cross-referencing them with real customers or target audience members. Seek feedback to ensure that your personas accurately represent the needs and motivations of your audience.

Utilize Persona Templates

Persona templates are valuable tools for organizing and presenting persona information. These templates typically include sections for demographic details, goals, pain points, buying behavior, and key quotes that capture persona sentiments.

Share and Implement Insights

Once your personas are developed and validated, share the insights across your organization. Ensure that all departments, including marketing, product development, and customer support, have access to the personas to inform their strategies and decisions.

Continuously Update Personas

Persona research is an ongoing process. Consumer behaviors and preferences change over time, so it’s essential to revisit and update your personas regularly to ensure they remain accurate and relevant.

What are the risks of not performing persona research?

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Take it from the world’s leading companies

I was really excited when we found NewtonX. Their Custom Recruiting has genuinely been a game changer for us in terms of data quality. Not only do I have much greater trust in the data, but the variation in the data means I can more easily provide actionable direction for our product and marketing teams without finding myself rationalizing away bad data.

Matt Harris
Senior Customer Research & Insights Manager,

A huge thank you to NewtonX for delivering on their commitment to excellence and being great partners. Dreamforce 2022 was our best year yet. We heard positive feedback on the quality of research participants and the tailored content has been viewed by millions of people across our industry.

Michelle Mere
Salesforce Senior Director of Customer and Market Insights

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