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But like all data, even information you gather on your audience (your personas) can go out of date.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

[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. 

[CGleason]

I'd weigh several factors, depending on your industry, but perhaps every 6-12 months. It's important to stay flexible and if your industry has experienced change recently. Certainly annually, with a comparison of how your personas performed based on the prior year's evaluation. 

[JohnAceti]

Definitely audit personas on a full-scale every year, but there could be insights to be gained from smaller, targeted audits every quarter to ensure your efforts are on track. Monthly may be too granular and clog up your process and efforts with too much changing and rehashing 

[Jen-VanAntwerp]

Depends upon the industry and what's going on in the market, but it's a good idea to include this activity in your annual business review.

[LQuezada]

I believe we should always keep track of all the interactions with the customers, and if we identify something is not working anymore then it's time to re-evaluate our current personas! 

[SBassi]

I think it's based on business (B2B or B2C, seasonality, business type) an unexpected external events (i.e. pandemic).