March 5-6, 2019
Market segmentation has been around for years but user personas are a new addition to a marketer’s toolset. More established companies tend to lean on market segmentation, while digital-oriented and e-commerce companies tend to leverage user personas. Companies are using different methodologies to drive the same programs and inform similar strategies simply because they are more familiar with their own techniques.
Russell Research has developed a simple tool that helps teams develop data-backed personas which can answer complex product or service issues as well as unlocking the specific needs of an existing customer segment.
This session will help attendees understand what personas are, when they are most useful and a step-by-step process to successfully create personas to drive business decisions and CX goals.
Prospective (or System 3) thinking impacts decision-making as consumers use their imaginations to visualize themselves possessing something they desire, their hopes for a positive outcome, their fears of a negative [...]
As the market research industry has come to realize that data charts often aren’t the best way to communicate insights, there’s been a rush to storytelling. In this presentation, we [...]
At its heart, market research is all about communication. We ask questions and collect answers. But do the people we get answers from represent reality? Does the way we collect [...]