How often should you audit and update your buyer personas?

[JorieMunroe]

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But like all data, even information you gather on your audience (your personas) can go out of date.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?

*To learn more about this, check out the Using Buyer Personas in HubSpot lesson via HubSpot Academy. 

[aadeyemi]

Hello.
I think you should note that trends are constantly changing. The requirements clients have from event organisers differs from time to time. You should keep up to date with the entire ecosystem.

[MKumar39]

Events are organised as virtual events(pandemic has impact I assume) and phsical(in-person), you can update persona after every six months or may be quarterly! 🙂

[ClarieZ]

maybe... a few times per year

[Cliffe]

A part of social media community management I stay very closely connected to audiences and respond to changes. This puts me in the path of a formal update to personas 3-4 times a year or for tried and true brands twice a year.

[MKireev]

Agree with those who said 4-6 months and couple times a year^^

[DPerez4]

Every 4 to 6 months.

[PBowring]

Audits should be conducted at least 2-3 times a year in order to stay updated on buyer personas and information. 

[GCohen6]

When a large-scale new internal development occurs or external factors (i.e. a pandemic) will intrinsically impact previous personas. Otherwise, auditing 2-3 times a year to stay on track and implement small-scale improvements

[SDeMartini]

A few times a year.

[WernerSchoeman]

I would update personas when something changes in the business environment: A change in the product portfolio, competitive landscape, market or regulatory landscape or customer preferences. 

[MBarranco9]

I would do it 2 or 3 times a year

[KMarson]

I usually update the buyer persona annually.

[WStorm]

When you determine that you want to address a new audience or when the preferences of an existing audience have changed.

[SCulli]

I would think you would evaluate it as the environment in your area changes or as it effects your customer's business.

[tverdokhlib1]

As soon as there are any changes in target audience, it's very subsjective

[kml]

Once a year unless there are mitigating factors like the pandemic, something new is launched or our offerings are revised.

[MTağıyev]

Yes 

[eurorincon]

Every 6 months and the minimum for updating personas once a year.

[AndreeaE]

At a first glance I'd say 6-12 months. To have enough time to test through tactics how the actual buyer personas perform and keep in mind the industry shiftings.

[NGalbraith]

How much of the updating is done through qual vs. quant data? 

[JerAlexander]

I would say regular audits should occur quarterly with updates as needed post audit. I would be careful with making drastic changes if there are projects underway that could be affected by a shift in direction. Would have to be certain that a change is necessary. I also think after a large project has finished you could also do an audit and update to see how the project may have changed the personas you had at the start of the project.