Step 1: Based on the stakeholder analysis performed previously, you can identify the most important stakeholders for whom you and your team want to perform the persona analysis.
Step 2: Decide about the main categories you want to analyse. Not everything is important and not all information is easy to find, so, think from the perspective of what would you need to know in order to improve cooperation with that stakeholder.
- Interesting categories to think about: specific responsibilities, personality, motivations and frustrations, different kinds of knowledge and experiences, to name a few
Step 3: Form smaller groups and collect data through questionnaires, interviews, desktop research, and your available knowledge / information.
Step 4: Use the given template (or any other format you prefer to prepare) and visualise the information gathered.
Other categories could include:
- Name
- Demographics (such as gender, age, location, qualifications, occupation, income, marital status, and kids)
- Goals/needs
- Values
- Information sources (such as books, podcasts, news sites, blogs, TV, radio, thought leaders, and social media channels)
- Technology (including devices, browsers, and software/apps)
- Pain points, fears, and objections
- Personality traits
- Skills and tools
- Quote (a sentence or two in their own words that captures their thoughts or position, ideally a survey answer or quote from interviewing one of your customers)
