53 Focus Group Questions for Any Purpose


Whether your focus group is there to give feedback on a product or service or help you assess how your brand stands out in your competitive landscape, thought-provoking, open-ended questions are essential to a productive discussion. Why did you decide to join our focus group today?

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs. As mentioned in previous articles, CMOs in particular, will now have to succinctly discern between buyer profiling and buyer personas. (This discernment is needed for it is unfortunate that conventional buyer profiling and win/loss analysis is being repackaged, if you will, as buyer personas by agencies and individual consultants.


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The Future of Buyer Personas is Social - Part 1

Tony Zambito

About a dozen years ago, I became involved with personas through fate by meeting Alan Cooper , at the time he just finished his landmark book The Inmates Are Running The Asylum , and becoming enamored with personas as a process to build more user friendly products.    Along with Alan Cooper, these folks are the real forerunners of personas back in the late ‘90’s.    I wound up on a path afterward searching for a way to make buyer personas a reality. 

5 Tips to Easily Develop Your B2B Buyer Persona

KoMarketing Associates

While your team may have all types of strategies in place to carry out marketing messages, without B2B buyer personas, you could be missing the mark when it comes to getting your efforts consumed by target audiences. B2B buyer personas are fictional representations of your target audience members, which help to better align campaigns all along the buying journey. While all of the above may sound great in theory, the truth is, there is an art to creating effective B2B buyer personas.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

What is changing in the past two years, is that CEOs are focused on globalization and digital transformation. In my article Rethinking Buyer Personas In An Era Of Digital Transformation , I presented four trends impacting the state of buyer persona development. Whereby, rethinking buyer persona development and insight gathering in a digital-centric world becomes a necessity. This applies to buyer persona development today. Illustration by Nikita Kozin.

The five things most marketers get wrong about personas


I’m tired of personas. Personas can be helpful in activating the right brain to really focus on communicating with real people, but only when personas actually resemble a small number of customer types. Here is what’s wrong with what I see smart folks doing with their personas: Opinions eat data. Creating too many personas. It’s better to have five personas than 20. Ignoring personas when we create messages.

How Buyer Personas Can Sharpen B2B Marketing

The Forward Observer

That’s why the emergence of buyer personas as a marketing tool is becoming increasingly popular. In Adele Revella ’s “ The Buyer Persona Manifesto ,” she offers this definition of a buyer persona : "It’s an archetype, a composite picture of the real people who buy, or might buy, products like the ones you sell." Buyer personas are like an avatar crafted from direct interviews with as many buyers as possible. This is the centerpiece of the Core Buyer Persona.

The Ultimate Guide to Developing Buyer Personas (with Templates!)

Single Grain

This post was updated with more in-depth content, templates and examples on how to craft the perfect buyer persona. If you want to have the best chance of getting the attention of prospects in an ad-heavy world — and, more importantly, convince them to buy from your company — you’ll need to build buyer personas. What Is a Buyer Persona? First up, let’s discuss exactly what a buyer persona is. The Science of Building Buyer Personas (infographic). NOW UPDATED!

Future of Buyer Personas is Social - Part 5 (6 Essentials To Embedding Into Your Organization)

Tony Zambito

This is the fifth and final part of a series of reflective articles on the future of buyer personas in the social age.    In this final reflection, I offer 6 essentials to embedding buyer personas into your organization.     A return to the origins and original meaning of buyer personas that was lost as the term went viral.    Whereby the archetype buyer persona created represents an interface to the research conducted. 

Using Context for Social Buyer Persona Strategy

Tony Zambito

Without context in strategy planning for the new social buyer persona, we are left with a factual approach to identifying target social buyers.  In my previous article, Importance of Context to Understanding the Social Buyer Persona , I mentioned that there is a resurgence of contextually researched-based persona development.    We’ve seen buyer personas become popularized over the past few years for marketing and sales.  Image via Wikipedia.

Lessons Learned: Buyer Persona Gone Wrong

Stevens & Tate

Creating a buyer persona is essential to effective attraction marketing. In order to perfect your approach in buyer persona launch , these are some common mistakes to avoid: Don’t Forget to Focus on the Buyer Decision. Assuming About the Buyer Persona Leads Campaigns Astray.

Are Personas Just a Nicer Word for Stereotypes?

Content Marketing Institute

Are those stereotypes or personas? presidential election, and NASCAR dads, which became a target audience in the 2004 elections, are closer to personas, though too thinly described. A poorly constructed persona can seem a lot like a stereotype, such as all millennials want information delivered via mobile devices,” says Kevin Smith of Kevin W. We posed the stereotype-or-persona question to marketers and got their input on preferred ways to develop useful audience profiles.

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Persona Research: How to REALLY Get Into Prospects’ Hearts and Minds


“We’ve developed personas!” That’s where persona research comes in. Persona Research is hardly new. Originally called “archetypes,” groupings of prospects are a fundamental part of sound marketing.

Put Your Customer Personas to Work with Marketing Automation

B2B Marketing Insights - WE

Successful marketing is people-focused. Customer personas can help you avoid that. By taking the time to create rich, highly-detailed customer personas, you’ll employ one of the most valuable assets in the world, empathy, and avoid one of the biggest mistakes made in marketing: not knowing your audience. Here’s a step-by-step guide on how to create customer personas and put them to work through marketing automation.

3 Reasons Why Buyer Personas Are Essential to a Successful Product Launch

Launch Marketing

Developing buyer personas can help determine and articulate who the audience for your product is and whether they even exist. These personas can be leveraged for a successful product launch, inform your marketing strategy moving forward and ultimately can shape your long-term product roadmap. These are all vital considerations that can be answered by identifying your buyer personas and their needs before going to market.

Building Character: How to Design Buyer Personas That Align With the Customer Journey

Content Standard

” Agius says customer journey mapping can help marketers refocus with an inbound perspective, create a new target customer base, and create a customer-focused mentality throughout the company. To get there will be a journey in itself, though, and will involve loads of research , from social listening, customer surveys, focus groups, and analyzing website data. The Customer as Protagonist: Designing Robust Buyer Personas for CX Marketing Strategy.

12 Tools & Resources to Help You Create Better Buyer Personas


At first, creating buyer personas seems simple. One of the biggest challenges you are likely to encounter revolves around actually gathering the information you need to construct your personas. Here’s a list of some of our favourite tools that will help you create better buyer personas, broken down by the different parts of the persona development process. How can you use it to create buyer personas? Buyer Persona Creation. Buyer Personas Daily

Building Buyer Personas? Here Are 5 Insightful Reports You Should Pull


Building buyer personas can be tricky -- you need a delicate balance between quantitative and qualitative data to get something that's accurate and useful. How can you be sure that you’re focusing on the right data to build out your buyer personas? And if you'd like help with the qualitative part of the buyer persona creation process, you can check out this blog post.). Knowing this will help you prioritize marketing to certain buyer personas.

Four Challenges Market Research Faces Today

Tony Zambito

Conventionally, market research has focused on getting to the " who and what " of potential markets and customers. Some may argue that psychographics provides this but psychographics focuses more on lifestyles as oppose to insightful and deep understanding into how and why consumers or buyers buy. This allows market research to not only distill meaningful insight but it also allows for communicating relevant persona-centric insights that truly drives strategy.

The Research Methods of Social Buyerology

Tony Zambito

  This includes the severely hindering structured methods typically associated with focus groups and surveys.    Such situational as well as social settings involve group participation, networking, and decision-making.    Contextual Buyer Interviews : this qualitative approach is used to help understand specific situational and behavioral contexts in which buyers are engaged in group and individual decision-making.

Developing Buyer Personas That Grow With Your Brand (And Your Audience)

Content Standard

Marketers develop buyer personas to better understand the brand’s audience intimately, and then build a content strategy around the information needs of those personas. But it’s also one with a massive hidden issue: How do you know when your audience moves on if you don’t revisit the personas on a regular basis? That’s why it’s more important than ever not to make choices based around outdated personas.

Understanding Buyer’s Goal Orientation Key to Understanding Why Buyers Buy

Tony Zambito

  Focus groups, online surveys, customer satisfaction questionnaires, win-loss analysis, needs analysis, customer advisory groups, user groups, competitive intelligence, and more to name a few.    Buyer personas - more importantly the buyer persona development process versus buyer persona profiling - are a means for acquiring this understanding of buyer’s goal orientation and serving as a means to help businesses understand why buyers buy. 

The Nonprofit Marketer's Guide to the Millennial Persona


If you haven’t come up with a donor persona for Millennials and aren''t practicing inbound marketing to engage these tech-savvy Generation Y members, though, then keep reading. To give you a clear idea of what your donor persona for this generation of volunteers and supporters should look like, let''s look at an example persona detailing the background, likes, interests, and past nonprofit work of a Millennial I know pretty well: me. An Example of a Millennial Persona.

Interesting Infographics: The Science of Building Buyer Personas


I am sure most of you will agree that creating a buyer persona is crucial to any successful B2B lead generation and marketing campaign. Targeting Very Specific Groups. Using marketing personas made websites 2-5 times more effective. targeted personas lifted sales leads 124%. Focus Groups. focus groups should be between 6-10 participants lasting no longer than 90 minutes. ensure the group is mediated by a skilled moderator.

50 Questions to Ask When Developing Your Audience Personas

Content Standard

While your audience personas may represent hypothetical people, you should approach your persona discovery process the same way you approach a real-life relationship. Ask questions that unfold the layers of their emotional and rational drivers, and get the answers from diverse sources: internal customer data, content performance, secondhand research, focus groups, surveys, interviews, and more. Your audience personas don’t really care about your brand.

You Don’t Know the Buyer, JACK!


Yes, a lot has been written lately on the use of buyer personas, or how content marketing “starts with the buyer, or the importance of mapping the buyer journey. This question is addressing the idea of personas, or profiles. What is a persona? It’s all well and good to understand the buyer persona, but having profile information only paints part of the picture. At some point, this persona is going to begin the buying process.

Audience Targeting: What It Is and Why You Need It


When segmenting your audience, think of the type of audience you want to reach for a particular campaign or product, and which demographics you need to focus on. Initially, you'll want to refer to your existing buyer persona (s). Engage with audiences by conducting focus groups.

Emergency Alert: We Need to Rethink Content Strategy


But I’m a total dork, so when I think of Netflix, the first thing I focus on is content strategy. Compared to the blind bets that most TV execs make based on vague Nielsen data and statistically insignificant focus groups, Netflix’s decision was incredibly informed and logical. Let’s make that a core focus for next year. Time and time again, data-backed content trends contradict the persona work driving brand strategy.

6 Simple Strategies for More Thorough Market Research


Define your buyer persona. This is where creating a buyer persona comes into play. A buyer persona is a fictional representation of your ideal customer. Some of the key characteristics to identify in this persona include: Age Gender Geographic Location Job Title Income Major Challenges. There are loads more characteristics you could add to your own buyer personas depending what you’re selling and how much information you need on your prospective customers.

5 Things Your Business Must Consider About Outsourcing Customer Research


Keeping with this metaphor, many marketers choose to enlist the help of a personal trainer when it comes to buyer persona or related customer research. These consultants have led the evangelism of buyer personas for years now – in fact, two of the industry’s best are on our board of advisors as we build technology meant to better enable buyer understanding. Understand the difference between a well-developed, well-researched persona, and a sketch.

The Ultimate Rebranding Guide: How To Re-Emerge Stronger And Smarter


Create ideal customer personas. You can gather this information via surveys, focus groups, and market research to arrive at a decision or support your new position. If time and budget permits, test your rebranding assets with your customers or focus groups.

Where Does Account-Based Marketing Fit in Your Inbound Strategy

SmartBug Media

If you are solely focused on inbound, you may not be giving your high-priority leads the attention they need. If you focus solely on an ABM strategy, then you miss out on nurturing prospects who would make great customers but don’t fit the criteria for one of your tiers.

Habits of Customer-Centric Marketers: Q&A with Donna Danis


In this role, Donna helps clients with demand generation strategies, demand generation process and practice redesign, customer buying cycle and persona analysis, sales and marketing alignment, and lead management processes. Buyer personas at my company are a passion. We help our clients discover their personas through primary research; and, then we help them operationalize around those personas throughout their sales and marketing efforts.

How to Adjust Your Email Strategy When Coronavirus Restrictions Ease


That means that you’ll be able to focus group it, either formally or informally, and refine the messaging. Here are some of the needs that we see: Create new personas and adapt existing ones. Persona-based segment reporting so you can see changes within these groups.

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What is a Messaging Framework and Why Do You Need It?

Launch Marketing

While there isn’t one absolute right way to construct your brand messaging framework, a comprehensive approach will account for company-level messaging, product positioning and specific messages tailored to each of your personas. Speak to Your Audience with Persona Messaging.

How to save your content marketing strategy from self-destruction

Tomorrow People

You should have a strong and complete picture of your target persona, down to their interests, frustrations, behaviours and preferences. The better you understand your personas, the better you can create content that really speaks to them. You can even conduct customer surveys, questionnaires and focus groups to get detailed insights on the kind of content your audience needs and wants.

The SaaS Marketer’s Black Book of Lead Generation

Marketing Insider Group

When it comes to SaaS marketers, a highly competitive, mature, and the digitally-focused market makes things even more difficult. But thankfully, modern technology makes it possible to go beyond getting demographic data on consumers and end up with oversimplified personas.

Don’t Put B2B Marketing Tactics before Strategic Analysis

B2B Marketing Traction

Test the market by doing research, including interviews, surveys and maybe even focus groups. the buyer persona for each type of buyer. Next, create a marketing persona for each type of person who will buy your product. Now choose marketing tactics that will reach your buyer personas. Create the right kind of messages to fit each tactic and speak to your buyer personas. Too many business people jump right into tactics when it comes to marketing.

The Art of UX Storytelling: How to Create Your Brand’s Story

Single Grain

Build Buyer Personas. To answer these questions, you need to research your target market thoroughly and develop solid buyer personas. Simply put, a buyer persona represents an in-depth description of your typical customer. On the contrary, creating buyer personas is a result of detailed research and analysis of your target market. Dive Deeper: Attract the Right Prospects With Buyer Personas (Includes Step-by-Step Templates!).

Home is where your brand is: A blueprint to build and maintain your brand

Sprout Social

If you’re anything like we were, you might not have the time or budget for traditional qualitative research with focus groups. At Sprout, we chose to characterize our personality through archetypes and personas. Your brand is what people say about you when you’re not in the room.

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