Jul 11, 20217:26 AM - bearbeitet Aug 12, 20219:14 AM
Academy-Professor/in
How often should you audit and update your buyer personas?
Buyer personas can be created through research, surveys, and interviews — all with a mix of customers, prospects, and those outside your contacts database who might align with your target audience.
But like all data, even information you gather on your audience (your personas) can go out of date. After all, business models change, companies merge or shift direction, and your audience can (and likely will) evolve. In your professional opinion, how often should you audit and even update your buyer personas?
How often should you audit and update your buyer personas?
Hello,
When a business or industry is involved, personas should alter, and consumers' decision-making and cognitive processes may change. Assessing buyer personas from that angle could be more successful. Analyzing the search engine volume might give you an implication of what's popular and how those trends affect buyer behaviour.
How often should you audit and update your buyer personas?
I would say as often as necessary.
When the goal changes or new ones are added
New products are added, taken away or changed/upgraded
You no longer serve your current persona/ your demographic changes
You serve a different market/ geographic location
I think you have to contantly be aware of and assess your buyer personas as your company grows/changes. You can't assume that the persona you serve will always be the persona you serve. Even if you don't change, they do. Their companies, their growth, their needs.
How often should you audit and update your buyer personas?
Depends on the industry. In healthcare, COVID has caused a change to Infection Preventionists and other around them, so that's prompting role updates that previously would be more static
How often should you audit and update your buyer personas?
In my opinion these personas should be re-evaulated yearly for updates; larger changes should be informed by brand research, which in our business will likely be completed in depth every 2 years.
How often should you audit and update your buyer personas?
Personas should change when the business or industry have involved, the decision making and thought process of the customers could change as well. Thus reviewing the buyer personas from that perspective might be more effective, looking at search volume from the internet might give you an idea what is trending and how those trends changes the consumer behaviour