Addressable Personas

Statistics are excellent for identifying segments. But to connect with actual people, you have to see them.

Personas are hugely valuable for bringing customer segments to life. Actually seeing the customer explain his or her motives, desires and hesitation, creates an appreciation of emotions that can bridge the divide between marketers and their customers.

But when personas are mere guesswork, or worse, impossibly complex, composite pictures of idealized targets, they lose all value. Our process is designed to steer clear of stereotypes and eliminate opacity. Real people, not mythical targets.