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But like all data, even information you gather on your audience (your personas) can go out of date.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

[Elena_Tilmaciu]

I think it should be done at least every 5/6 months (2 times a year)

[SIAFM]

At least every 6 months

[ivymogi09]

7 months

[AJahn8]

Buyer personas should be updated at least every 6 months but if not every year

[FAlyaei]

every six months atleast, could be twice a year depending on the situation and new updates.

[IAsante]

At least once a year, but preferably every six to twelve months, buyer personas should be reviewed and revised. If there are notable changes in consumer behaviour, industry trends, and frequent modifications might be required. New consumer insights, product releases, shifts in the sector or deteriorating campaign success are important reasons to update. 

[PMorelli]

Personas in B2B scenario should be checked and updated at least once a year.
Organization might change and new profiles be created, as an example the ones decicated to AI initiatives within company organization

[VDas53]

I recommend auditing and updating your buyer personas at least once a year. However, if your products, services, or market conditions change, it’s a good idea to review them more frequently, like every 6 months. This ensures your marketing stays relevant and on track.

[GannaZ]

Buyer personas should be updated every 6 to 12 months, depending on the changes within the industry. It is important to look at both: phsychographic and dempgraphic questions to make your persona more precise. 

[ANagpal1]

It should be updated every quarter

[MScott369]

Buyer personas should be audited and updated every 6 to 12 months (or 2 times per year). This can change with a new product launch, rebranding or even a change in physical location if the company has a brick and mortar. 

[FLamas]

You should audit and update your buyer personas at least every 6-12 months, or sooner if you notice significant shifts in customer behavior, industry trends, or business goals.

[KHuynh3]

You should audit and update your buyer personas at least once a year or whenever there's a major change in your business or audience.

[BBolanos]

You should audit yout buyer personas every six months or at least once a year, or more ofter if there are major changes in your industry, customer behavior, or business strategy. 

[EDiaz95]

I beleive they should be looked apon about 3 months. But edit/update around 6 months to stay udated. 

[danders1]

You should audit and update your buyer personas every six months.

[IBlock11]

Around 6 months

[RBogan]

While once per year is essential, every six months is the accepted rule of thumb.

[YRybchenko]

You should update and audit your buyer persona around every 6 months.

[DHem1]

Hub Spot research on this topic says to update/audit buyer personas at least every 6 months to once a year.  Technology changes, buyer mindset, the economy, fortune or misfortune can dictate otherwise. I believe that a marketer should watch the economy and let that help to guide decision-making in auditing/updating buyer personas.