Information is not the same as insight, so while organizations have an increasing amount of data about their audiences, they don’t always know how to make sense of it – what belongs, what’s actionable, and what will really help them meet their evolving challenges.
Personas are a well-known tool for providing context, but they’ve usually been based on common denominators and averages. As content strategists, we understand that crafting compelling experiences requires us to have a deeper understanding of audiences than numbers alone will offer.
At this hands-on workshop, we will learn how to develop another approach to creating audience personas. This approach complements data with an empathetic framework that produces a more human connection with a deeper understanding of customers’ wants and needs.