Persona Creation
Well-researched personas are important artifacts that can and should stand the test of time to inform decisions from product strategy to design.
Interview Guide & Interviews
The interview guide was constructed to better understand job roles, current data + tooling usage, the insight process, and how they currently leveraged the tool in question.
~25 Semi-structure interviews were conducted with across the Consulting (8), Advertising/Marketing (14), Corporate Strategy (2) and Investment Management (1) industries.
Analysis
Borrowing from techniques of Grounded Theory, in the later stages of the analysis, Axial coding was used to identify of commonality clusters to understand defining characteristics among users in similar roles.
Resulting Personas
Four resulting personas were generated across the consulting, innovation, corporate marketing, and advertising spaces. These personas, particularly “Rosa” and “Stephanie” were used across Design, Product, and Engineering.
Differentiating factors included:
Turnaround time
Repeatability of workflow
Company type
precision needed for analysis
subject matter expertise on the research topic
