Checking buyer personas yearly helps keep them accurate, but doing smaller checks every three months can also keep them up-to-date. If something big happens, like a major change in the industry or lots of feedback coming in, then you must know it’s time to make some changes. And as you learn more about the customers, you can make personas even better by testing things out and making improvements over time. It’s all about finding the right balance between updating personas and not changing them too much.