You can leverage actionable buyer persona research to understand all the members of each purchase team. With precise characterizations, you can focus your energy, time and budget across your organization with absolute clarity.
Join the organizations who have already found success
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.
Advertising effectiveness research
Brand awareness research
Brand equity research
Brand perception research
Brand sentiment research
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
NewtonX helps industry innovators turn inquiry into impact.
Why a major social media company turned to NewtonX to understand how content creators were using their platform
A major social media company needed to research content creators on their platform and understand their thoughts on monetization. They chose NewtonX because we know how to find the needle in the haystack.
Persona research is a fundamental component of marketing and market research that involves creating detailed, semi-fictional representations of your ideal customers. These representations, known as “buyer personas” or simply “personas,” are based on real data, market research, and insights gathered from your target audience. The purpose of persona research is to gain a deep understanding of your customers’ needs, preferences, behaviors, and pain points.
Persona research is a critical step in building customer-centric marketing strategies and products, ultimately leading to improved customer relationships and business success.
Why buyer persona research is important
Shaping Business Strategies
Buyer persona research plays a pivotal role in shaping effective marketing and business strategies. It serves as the guiding star that directs your initiatives towards success. Several compelling reasons underscore the critical importance of buyer persona research.
A profound understanding of your audience lies at the heart of persona research. These well-defined personas offer profound insights into your target audience, unveiling their demographics, preferences, pain points, and behavioral patterns. Armed with this knowledge, you can craft marketing campaigns that forge genuine connections on a personal level.
Furthermore, the significance extends to the realm of messaging. Well-crafted personas allow you to tailor your messaging precisely to cater to the unique needs and interests of different customer segments. This personalization, in turn, enhances the persuasiveness and resonance of your communications.
Not limited to marketing, persona research also influences product development. By pinpointing the features and solutions that matter most to your customers, it ensures that your offerings align harmoniously with market demands.
Effective content creation is another arena where personas shine. When you know your personas well, you can create content that directly addresses their concerns, increasing engagement rates and fostering brand trust.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Qualitative vs Quantitative Persona Research
Persona Research Methodology
Persona research can be broadly categorized into two main approaches: qualitative and quantitative. Each of these methods offers unique insights into understanding your target audience.
Qualitative Persona Research: This approach involves diving deep into the motivations, pain points, and desires of your target personas. Qualitative research often employs methods like in-depth interviews, focus groups, and open-ended surveys. The goal is to uncover rich, narrative-driven insights into the psychology and emotions of your personas. Qualitative research is particularly valuable for gaining a profound understanding of customer behaviors, preferences, and their decision-making processes.
Quantitative Persona Research: In contrast, quantitative research focuses on gathering and analyzing numerical data from a larger sample size. This method relies on structured surveys, questionnaires, and data analytics to collect insights. It’s well-suited for validating findings from qualitative research, segmenting personas, and obtaining statistically significant insights. Quantitative research provides data-driven evidence and helps businesses make informed decisions based on the preferences and demographics of their target audience.
Both qualitative and quantitative persona research play crucial roles in shaping marketing strategies, product development, and customer engagement efforts. By combining these approaches, businesses can create well-rounded personas that guide their decision-making processes effectively.
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:
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 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.
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.
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
Successful Recruitment Process
Recruiting interviewees for persona research is a critical step in gaining valuable insights into your target audience. To ensure a successful recruitment process, consider the following strategies:
Start by analyzing your existing customer database and identifying individuals who fit the criteria for your personas. Reach out to them directly via email or other communication channels to request their participation.
Engage with your audience on social media platforms and relevant online communities, sharing surveys or recruitment posts to encourage participation. These platforms provide access to a diverse pool of potential interviewees.
Collaborate with industry influencers or experts to promote your research among their followers, expanding your reach and attracting participants who align with your target personas.
Leverage your email marketing list to reach out to subscribers who match your persona criteria. Craft personalized messages explaining the research’s importance and benefits, including a clear call to action.
Consider using online survey panels that offer access to a wide range of potential interviewees, allowing you to target specific demographics efficiently.
Offer incentives such as gift cards, discounts, or exclusive access to research findings to motivate participation. Ensure the incentives are relevant to your audience’s interests.
Encourage participants to refer friends or colleagues who match your persona criteria, expanding your pool of interviewees.
Partner with market research firms specializing in participant recruitment to efficiently connect with potential interviewees through their extensive databases.
In some cases, engage in personalized outreach by reaching out to individuals who meet your persona criteria through direct messages on social media or professional networking platforms.
Maintain transparency by clearly communicating the research’s purpose, data usage, and expected time commitment. Obtain informed consent from participants to ensure they understand the research’s objectives and their role in it.
By thoughtfully employing these recruitment methods while maintaining transparency, you can build a diverse pool of participants who will provide valuable insights to inform your persona development.
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:
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.
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.
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.
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.
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 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.
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.
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.
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?
Neglecting persona research in your business strategy can come with a range of risks and potential pitfalls. Without a clear understanding of your audience, you may end up targeting the wrong people with your marketing efforts. This can result in wasted resources and missed opportunities. Failing to tailor your messaging to specific customer segments can lead to generic, unappealing communications that don’t resonate with anyone. Your products or services may not align with the actual needs and desires of your customers, leading to poor sales and customer dissatisfaction.
Competitors who invest in persona research are more likely to gain a competitive edge by offering precisely what their target audience wants. When you don’t understand your customers, you risk losing potential sales to competitors who do. Advertisements and marketing campaigns that don’t consider personas may be irrelevant to your audience, resulting in ad spend going down the drain. Customers who feel misunderstood or unappreciated are more likely to switch to competitors who offer a more personalized experience.
You might overlook opportunities for innovation and product development if you’re not tuned in to your customers’ evolving needs. Failing to connect with your audience on a personal level can erode brand loyalty and diminish your brand’s value. Without persona research, you may overlook valuable data that could inform your strategic decisions. In summary, neglecting persona research can lead to a host of negative outcomes, from ineffective marketing to missed opportunities for growth and innovation. To mitigate these risks, businesses should consider investing in persona research as an essential part of their strategy.
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.
Senior Customer Research & Insights Manager, Checkout.com
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.
Salesforce Senior Director of Customer and Market Insights
Got Your Next Question in Mind?
NewtonX is the only B2B research company that connects researchers with the exact professionals required to solve any problem.
Strictly Necessary Cookies
Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.
If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.