Buyer persona research should always yield highly useful information for companies. It allows marketers to understand exactly how certain buyer personas make complex buying decisions. With such valuable research in hand, marketers can then go on to create effective messaging that resonates with prospective buyers on a deep level.
To be able to unlock the powerful benefits of buyer persona research, however, marketers first need to ensure that it’s written in a way that their companies can actually use.
Buyer persona research should not be presented as a template that has been filled in with demographic and psychological details. Instead, it should dig deep into buyers’ key motivators, pain points, jobs-to-be-done, the decision making chain, and more. Those are the types of critical insights that companies need to win business.