Скачать или смотреть Brown-Forman on Social Intelligence: How important is it to understand customer personas?

Brown-Forman's, Jeremy Murrell, Director of the Center for Research Excellence, talks about the importance of understanding customer personas.

Transcript
Personas are very important for us. I would say, traditionally, like a lot of CPGs, when we talked about consumers we would put them in buckets of how old they are, their gender, their marital status, and while those still have a place (especially when we look at media targets), the persona is typically based more on behavior. It's not putting a consumer in a bucket and saying, "You are a male, 25 years old who drinks whiskey," it's more saying, "You are a person who believes this, and has these typical behaviors, who may interact with different spirits categories, different products, or interact with different people." It gives us a little bit of a better understanding, less of who they look like and what they're about, but more about what they believe in. Again, it goes back to that emotional connection, so that we can make sure our brand is remaining relevant for them.