Put yourself in your consumers' shoes. Building personas allow us to empathize and build an understanding. As you begin defining consumer personas, capture and analyze data in these two ways.

1. Big
Data
Thick
Data
vs.

3. "Big data" informs you
about what people do.
"Thick data" provides
insight into why people do
what they do.

4. The real value of consumer
persona creation lies within
the "thick data."

5. To have impact and create
value, data needs stories.
Without the narrative
behind the personas, you
have no emotional context
into why people think the
way they do.

6. FROM BANKING ON DIGITAL GROWTH
BY JAMES ROBERT LAY