How Qualitative and Quantitative Data Forms Buyer Personas

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HOW QUALITATIVE AND QUANTITATIVE DATA FORMS BUYER PERSONAS

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Buyer personas are an excellent way for brands to personalise their content and target it more specifically toward their ideal customer. In addition, it helps them understand their user’s search intent to cater to their needs, making themselves a more viable solution.

Nowadays, establishing a few core buyer personas for any brand is critical.

But the process relies on a great deal of information, which is not always easy to obtain. Nevertheless, qualitative research and quantitative data feature a complete and well-rounded buyer persona.

They play essential roles in getting the whole image. This article will look at how data contributes to the process.

The Quantitative Approach Quantitative data is the first step toward establishing a buyer persona.

However, this only works for brands with extensive data available on their customers.

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For example, they will need to know their buyers: o o o o o o

Age range Social media activity Job title Followers on social media Education Spending habits

Starting with these demographics enables brands to place their customers into distinct groups of customer profiles that are all alike. From these details, brands can determine which products and services are most relevant to customers and who they are selling.

What quantitative data alone cannot communicate is the search intent or the “why” behind a purchase.

The Qualitative Approach

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Qualitative research explores that question more thoroughly. Qualitative data can reveal customers’ opinions and struggles through conversations and open-ended questions. It can help brands understand what problems customers face that they are looking for a solution for and how their product answers that need.

Brands can construct customer personas with personalities, requirements and pain points that translate into their search intent. As a result, brands can create content that answers those needs and design more relevant products in the future.

The problem is that qualitative research is hard to obtain. So, for meaningful results, brands have to start conversations with hundreds of customers to find common threads and opinions.

One way to do this is through exit interviews that can be conducted when customers are lost or report an issue with your product. Another way is to monitor social media and follow ongoing conversations in your brand’s niche.

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However, the best approach is to partner with an insights platform that specialises in qualitative research. This is Selfhood is a market research company that works closely with a thriving network of U-30 consumers.

We are constantly in conversation with your target audience and gain impressions from polls, interviews and focus groups.

Get in touch today for help holistically establishing your buyer personas.

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