PERSONA DEVELOPMENT

HUMAN-CENTERED MARKETING STARTS WITH HUMAN EXPERIENCES

I conducted focus groups and interviews, both internally and with customers, to get a better understanding of who purchases Cima’s products and services. We discovered core needs, pain points and decision influencers for each segmentation of the market. This information was then organized as individual personas and used to direct marketing strategy and messaging. As a result we have seen improved engagement success rates through an empathetic targeted approach.