persona development
Project: Develop a framework for capturing customer insights and developing customer personas
Role: Customer insights lead, professional services vendor management lead
Approach: Provide a template for internal marketing and external consultants in driving a consistent customer interview process and outcome
Key Considerations: Much of the customer interview process was planned to occur on-sight at industry events and conferences, and be executed by a mix of internal marketing staff and external consultants, so a portable and adaptable persona creation framework system was created to insure interview consistency and usable insights data gathered by multiple interviewers
Results: Completed personas for academics (samples provided below) used as key input into formation of business strategies that influenced a reconstruction of the core publishing platform
