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But like all data, even information you gather on your audience (your personas) can go out of date.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

[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.

[Murari]

I would recommend auditing and updating the buyer personas at least once a year. However, one should also consider conducting an audit whenever significant changes occur in your business, industry, or target audience. This ensures that the buyer personas remain accurate and relevant to effectively guide the marketing and sales strategies.

[AEscobar0]

la mejor opción es actualizar continuamente en función de las necesidade sy características de los movimientos y cambios que ocurren

[calebtodd]

I personally feel that changes should be made frequently and I strongly beleive the best time to change and update is by each season

[ÖEnli]

I am in the travel industry and trends are changing almost every day. I am checking buyer personas seasonally and comparing each season with the years and seasons before. 

[MMidy]

For my business, I think keeping a pulse on buyer personas quarterly and then determining them annually has been a trend we've had without knowing it. The reason being is that we have an outbound sales team and because of that they call nationwide and get a pulse on what people are talkin about consistently and who they are selling to. 

[JaneMendoza08]

I would say it would depend on the nature of the business. If your target audience's preferences and behaviors are evolving rapidly, it becomes important to reassess your buyer personas more frequently, like once a month. Although there isn't a set period of time that is universally applicable, it is generally advised to conduct audits and updates at least annually. However, the frequency may vary depending on the specific circumstances.

[Rish5296]

I completely agree with you.