Persona Development/Behavioral Segmentation

Successful companies are finding that direct contact with customers is the key to creating an experience that leads to business results. But how do you ensure that your web site actually gives customers what they need? What are the best ways to understand your customers’ goals, behaviors and attitudes, and then turn that understanding into business results?

Personas bring customer research to life and make it actionable, ensuring the right decisions are made based on the right information. At Molecular, our approach to persona development draws from an array of quantitative and qualitative tools and methodologies, including internal stakeholder analysis, customer interviews, customer and prospect surveys, and statistical analysis.

With a full set of analyzed data, Molecular enumerates the findings into crisp personas based on behavior trends. These realistic character sketches document the specific goals, behaviors and attitudes of each customer, and are ultimately used to guide decision-making throughout the site design and development process, as well as other strategic business decisions.

Molecular’s quantitative approach to persona creation offers several key advantages over more traditional methods, including the ability to map the personas back to existing marketing segmentation, financial, and demographic data. This direct correlation between the personas and the segments provides a three-dimensional picture of customer behavior; the segments revealed what customers are doing, and the personas revealed how and why.

The resulting personas are not only deep, rich and reliable, but expand from a design tool to a powerful tool for defining business strategy.

Related material

• Molecular case study - KeyBank Uses “Persona Creation” to Get into the Mind of Web Users
• Molecular point of view - Making Customer Research Actionable Through Personas