In Part 1 of a three part series on creating personas, Bryan Eisenberg and John Marshall go through the process of recording specific characteristics of the purchase process for Market Motive as described by its customers. Listen close, the process can be used to create personas for your own website.

Length: 57 min.

You will learn:

• Why people are much more alike than you think
• The difference between personas and demographics
• How many personas you should create for your business
• Why it is ok to make assumptions (as long as you test them)
• What characteristics are and how to apply them
• Why changing wording changes the context of the emotions expressed by your customers
• Why the medium matters when conducting interviews