Primary Customer Research and Persona
Development Services

Many companies have reams of data on their customers, but often that data does not provide actionable insight. This is why personas are so powerful. They not only tell you what your customers do, they help you to understand why they do what they do. With this understanding instead of just measuring customer behavior, you can actually plan and persuade that behavior.

Do you know your customers? Do you really know them? Do you know their specific needs and deeper motivations? Do you know what questions they are asking? Do you know what’s keeping them from buying your products or services? Do you know what messaging will resonate with them and persuade them to take the actions you want them to take?

Our persona creation process will provide you with that level of understanding. A persona set based on sound customer research will provide you and your company with a high-impact framework to prioritize and maximize your conversion and persuasion optimization efforts. The only engagement more comprehensive is a full-blown Persuasion Architecture redesign.

What you learn from this research and persona creation can be applied across all your marketing channels, online and offline. If your goal is to develop a long-term strategy, but there is a pressing need to reach shorter term goals, then you should consider Persona research and development. You’ll have the critical knowledge and insight you need to prioritize the conversion improvements that will have the greatest impact. But you’ll also have a framework to apply this information to reach your longer term goals.

What You Get

Any persona development process begins with a full uncovery and results in the delivery of Persuasion Architecture Personas complete with buying narratives. These personas serve as stand-ins for each of the different buying modes customer will engage in as they approach your company, and as a set they will represent your entire potential customer base.

You will be able to engage your personas immediately to improve existing conversion and persuasion efforts.

Future Now can also provide training and guidance during your marketing optimization efforts, contact an Engagement Coordinator to inquire about options.

Uncovery and Customer Research

Uncovery is the first phase of our Persuasion Architecture Methodology and is crucial in identifying objectives for current and future market research. After Uncovery, we will have a better understanding of what we know currently, and what further research needs to be done to uncover the information and customer insight we don’t yet have.

Uncovery will also identify & Evaluate Key Metrics for current and future multi-channel communications. And most importantly, the data collected and analyzed in Uncovery will serve as the basis for the personas that are developed.

Using any combination of Future Now, Inc. research partners, 3rd party research vendors, your in house research department, and/or exiting customer data we can employ and recommend specific information gathering and research tactics depending on your need and/or budget. These tactics include:

Demographic specific expertise. Future Now partners with experts in the field of marketing to women, Spanish language marketing, and many others. Our experts can drill down and uncover relevant data where demographic influences play a large role in the buying process.
Customer Database mining. We can help you make sense of and prioritize existing customer database information.
Psychographics. When complex or delicate motivational and preferences are at play in a the buying and selling process, we have available our consulting psychologist Dr. Nick Grant .
Retail Anthropology – This involves actually observing customer behavior in the retail environment
“Persuadability” Testing – This proprietary testing technique fuses traditional usability principles with persuasion specific principles to more closely simulate a true buying/selling scenario.
Focus Groups – We use slightly different techniques than traditional focus groups that help customers articulate not only their surface needs, but their deeper motivations.
Surveys (Online and offline)
Web Analytics. We can focus in on the most important analytics and help you use translate numbers into actionable insight.
Perception Analyzer. Perception Analyzer technology can be used to Measure perception and relevance dynamically as content is presented.
Secret Shopping. We send shoppers out to report their actual experiences with your sales process.
Interviews with Customer Facing Employees. Many times some of the most relevant data is found in the experiences and knowledgebase of your own employees.

Post Uncovery will work with your and you team to actually develop your Personas. Together we will build customer profiles around psychographic and behavioral tendencies, accounting for the visitors’ buying process—and their felt needs, motivations, and desires.

We will uncover the vocabulary they use and the questions they ask while engaging in their individual buying processes.

The Narrative- How Customers Buy

Finally, we will craft persona specific narratives. These narratives help us get inside the minds of your customers and map out step by step their experiences, questions, needs and objections. Each persona gives you insight into your customers’ buying process, and the narratives you create provide a sales process to match. This sales process accomplishes your goals by allowing the visitor to meet her needs. These narratives will aid to answer the specific and implicit questions your visitors are asking.

What You Can Do With Your Personas

Use them to determine marketing priorities based on the size of the opportunity.
Create and/or Improve marketing touch points by addressing persona concerns as they interact with each touch point.
Rethink how products are presented in terms of how the buying takes place.
Ensure persuasive momentum is maintained throughout your touch points.
Redesign sites, marketing campaigns, and training materials to speak to the needs, motivations, questions, concerns, and situations your personas are in.

Are you looking for a low risk high impact way to infuse Persuasion Architecture in your marketing efforts, speak with an Engagement Coordinator to determine if Persona Development will solve your marketing needs.

Primary Customer Research and Persona Development Services

What You Get

Uncovery and Customer Research

The Narrative- How Customers Buy

What You Can Do With Your Personas

Primary Customer Research and Persona
Development Services