Market research to define our Buyer Persona

Market research to define our Buyer Persona

Defining our buyer persona is essential to focus our global marketing strategy on the needs, motivations, working on the fears and barriers of our client in our favor.
Defining our Buyer Persona is to understand in depth the psychological motivations, their way of thinking, feeling and what can mobilize them to be able to develop the products and services that best connect with them, with their essence and whose benefits can seduce them in some way.

The goal of studying our buyer persona:

The goal of understanding our buyer persona is to design a whole strategy focused on our customer. Knowing them leads us to know the possible barriers that separate them from our products and above all and most importantly how to connect with them and how to make them fall in love to create not only first sales but also loyalty and repetition, designing our products and services adapted to their needs, not only the declared ones but the most subconscious ones.

Methodologies to study our buyer persona:

The methodologies to carry out a market research to define our buyer persona are always qualitative at first, through various forms such as Focus Groups, interviews, face-to-face or online ethnography, and the most appropriate is to later measure through a quantitative research that allows us to measure the relevance of each criterion found through quantitative analysis.

The Buyer persona and the different attitudinal profiles:

It is important to know that when we do a buyer persona research the result will not only be an attitudinal profile, but it may be that we have different buyer personas each with their characteristics, tastes and needs, therefore the qualitative approach is very important to be able to determine the nuances, since these nuances are no longer demographic as we segmented previously but attitudinal, that is, based on how the customer lives the experience.

The Buyer Persona and the Customer Journey:

By researching our buyer persona, we can also draw and analyze each of the customer journeys that each of the different attitudinal profiles go through, which allows us to establish what our pain points are in each of the cases, to act on them with the necessary improvements and recommendations that arise from the real needs of our customers.