Audience Persona Research Template (Public. Make a Copy)
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Use this tab to organize what you learn while performing audience persona research.
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Audience SegmentsDemographics: Age, gender, education, earnings, location...Objectives: What would mean "success" to them in this context?Who or what influences them?Where do they go for information and/or entertainment?Content Consumption Habits: Medium (i.e. video, news, short articles, social posts...)Problem/s They Are Trying to Resolve (Pain Point)Perceived Barriers: What do they "think" is getting in their way?Buying Process: Heavy researchers? Spur of the moment?Decision Criteria: What will the buyer consider when evaluating the product/service?Values: What do they "believe in"?What is their level of expertise in the industry?Other details that could be helpful.
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Professional SEOs and Inbound MarketersMostly male, aged 28-45To find in-depth content that helps them better serve to their clients. To achieve better results for their clients. To make more money.Other industry experts (see Influencers tab)Moz, Search Engine Journal, GoInflow.comMore likely to read long-form content than marketing executives. Videos and infographics too.Staying up-to-date on industry best practices in a fast-changing environment full of conflicting opinions.Lack of trustworthy information based on real case studies and experiments. Too much opinion with no basis in fact.Heavy researchers............
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Web DesignersBoth Genders, aged 25 - 39To find in-depth content that helps them understand how to design and develop websites with SEO and inbound marketing in mind.............Too much technical jargon................
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Web DevelopersMale, 25-40To find in-depth content that helps them develop with SEO fundamentals in mind. To find trustworthy information to back up their decisions when dealing with an uneducated SEO who questions everything they do for the sake of justifying their job..........Their SEO guy said to do this thing, which would double development time. Is it really that necessary or his he just trying to sound smart? Trying to find out the truth....Heavy researchers............
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Small Business OwnersBoth Genders, 35-65To find high-level infomation that they can use to make more informed decisions about vendors, staff and marketing efforts. Some may also be looking for in-depth DIY information without a lot of industry jargon....Forbes, Inc., Business Week...Usually in print format. Doesn't read blogs. Typically large media brands......................
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Marketing ExecutivesMale, 35-55To find high-level infomation that they can use to make more informed decisions about vendors, staff and marketing efforts. To understand industry trends, including which metrics to report on, which marketing channels are best for their business goals.........Usually in print format. Doesn't read blogs. Typically large media brands.Choosing whether to hire and in-house SEO or go with an agency.Lack of budget and data to inform them on where they should spend the limited budget they do have.Heavy researchers............
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