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But like all data, even information you gather on your audience (your personas) can go out of date.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

[psebastiany]

I agree with @Samzaras, but most importantly, after any major product updates/changes and/or based on customer behaviour shifts

[Samzaras]

1. Annually: At a minimum, you should review your buyer personas once a year. This will help you account for any broad shifts in the market, industry trends, or changes in your company's strategic direction.

2. After Major Company Changes: If your company undergoes significant changes, such as launching a new product, entering a new market, or undergoing a merger or acquisition, it's a good time to review and possibly update your personas. These changes can attract a different audience or alter the needs and preferences of your existing audience.

3. When You Notice Shifts in Customer Behavior: If you observe changes in how your customers interact with your brand, products, or services, it might indicate that their needs or preferences are evolving. For instance, if there's a sudden drop in engagement with content that used to perform well, it might be time to revisit your personas.

4. After Conducting New Market Research: Whenever you conduct new market research or gather fresh customer feedback, it's an opportunity to refine your personas. This can be from surveys, focus groups, or feedback from sales and customer service teams.

5. When Introducing New Products or Services: Before launching a new product or service, it's essential to understand who it's for and how it meets their needs. This might require creating a new persona or updating an existing one.

6. If There's a Major External Event: External events, such as economic downturns, global pandemics, or significant technological advancements, can influence customer behavior and needs. In such cases, it's essential to review your personas to ensure they still align with the current reality.

7. Quarterly Check-ins: While a full audit might not be necessary, it's a good practice to have quarterly check-ins. These can be brief reviews to ensure that your personas still align with your observations and any new data you've gathered

[AStahler]

You should do it 2-3 times a year to keep track of your audience and newer information you may miss.

[alexiamartinez]

how often should you audit and update your buyer personas?

About every quarter businesses in should audit and update buyer personas to keep track of new updated information that may help them.

[AsadButt84]

In my opnion it should be checked and updated every 6 months.

[ACasareo]

Atleast 1-2 times a year. especially if re-evaluating business goals, mission vision ect.

[TQuyên1]

once a month

[DMoldovan]

Once every quarter 

[ACaulk]

agreed

[thuytien19902]

At least 6 month

[smalik87]

every six months

[ALaursen]

At least once a year. 

[MKaur70]

Once every quater

[MKaur70]

Once every quater

[JefferySC]

Updating it Every 6 months seems okay.

but also updating it when there is a significant occurrence within that time period in your target geographical location.

[aliauw]

once every quarter

[RAuffant]

At least once a year.

[ARen5]

Depending on sensons. i think a lot of customers from abroad where needs updating more than usual

[KDsouzaYUSCS]

EVERY QUARTER 

[kingsleydsouza]

once in 6 months 

[rude_1012]

You should audit and update your buyer personas at least once a year, but more frequent updates may be necessary based on market changes and customer behavior shifts.