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Persona Framework and Construction

The Persona Definition Has Changed Over Time

Persona Construct & Framework

Factors That Help Define Our Personas

Factors Influencing Personas

Life & Living Situation Factors Defined

Energy Attitude Factors Defined

Tech Attitude Factors Defined

Case Studies and Applications

How Personas Add Value to Companies

Why Spotify Uses Personas

Apple's Focus on the Creative Professional Persona

AirBnB Personas Deliver Marketing that Connects

Mailchimp Uses Personas to Shape Their Work

Slacks Uses Personas to Improve Offerings

Putting Personas into Practice

Closing Thoughts & Next Steps

Take a step back and explore the broader picture: what personas are, how the definition has evolved, and how companies across industries use them to shape strategy and service. This module introduces the persona construct and framework, factors that influence personas, and real-world case studies showing how they’re applied to drive better outcomes.

Welcome to the Persona Usage Guide, a comprehensive online course designed to equip you with the knowledge and skills necessary to effectively utilize personas in your business strategy. In today's competitive market, understanding your customers is paramount. This course will take you through the evolution of personas, how to develop them, and the frameworks that can help you create actionable insights. Whether you're a marketer, product manager, or business owner, mastering persona usage will enhance your ability to connect with your audience and drive results. Join us as we explore the depths of persona development and application, ensuring you can tailor your strategies to meet the needs of your target market.

Module 5: A Deeper Dive into the How and Why of Personas (⏱ 14–16 min) 

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            <p>The Persona Usage Guide is designed to equip professionals at Southern Company Gas with the essential knowledge and skills needed to effectively utilize personas in their marketing and customer engagement strategies. Personas, as semi-fictional representations of ideal customers, play a crucial role in understanding the diverse needs, behaviors, and motivations of target audiences. This course will delve into the foundational concepts of personas, exploring their evolution over time and their significance in contemporary business practices. Participants will gain insights into how leading companies leverage personas to enhance their marketing efforts and improve customer experiences, ultimately driving business success.</p>

<p>Throughout this course, learners will engage with a structured outline that covers various aspects of persona development, including traditional approaches and next-generation methodologies. The curriculum is designed to foster a deep understanding of persona frameworks, construction techniques, and the factors influencing persona creation. Additionally, real-world case studies from industry leaders will illustrate the practical applications of personas in driving effective marketing strategies. By the end of this course, participants will be well-prepared to implement persona-driven approaches that resonate with their customers, ensuring that Southern Company Gas remains at the forefront of customer-centric service delivery.</p>
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