Customer Persona Development Worksheet
Step 1: Research & Data Collection
Goal: Gather insights about your audience through primary and secondary research.
| Source | Action Items | Checklist |
|---|---|---|
| Primary Research | - Conduct surveys/interviews with existing customers - Analyze customer feedback/support tickets - Host focus groups |
☐ Surveys ☐ Interviews ☐ Feedback Analysis ☐ Focus Groups |
| Secondary Research | - Review industry reports - Study census data - Analyze competitor strategies - Mine social media insights |
☐ Industry Reports ☐ Census Data ☐ Competitive Analysis ☐ Social Listening |
Example:
Ankita, a 32-year-old urban mom, was identified through surveys highlighting her need for time-saving solutions.
Step 2: Market Segmentation
Goal: Divide your audience into meaningful groups based on shared traits.
| Criteria | Questions to Ask | Your Segments |
|---|---|---|
| Demographics | Age, location, income, education? | _________________ |
| Psychographics | Values, interests, lifestyle? | _________________ |
| Behaviors | How do they research/buy/use products? | _________________ |
| Needs/Motivations | What problems do they want to solve? | _________________ |
Checklist for Effective Segments
☐ Large enough to target
☐ Members share relevant traits
☐ Differences between segments matter for strategy
Step 3: Build Your Persona Profile
Template:
| Section | Details to Include | Example (Ankita) |
|---|---|---|
| Name & Photo | Fictional name + stock image to humanize | Ankita, 32, working mom |
| Demographics | Age, location, job, income, family | MBA, ₹1.5L/month, 2 kids |
| Psychographics | Values, interests, lifestyle | Health, tech, busy schedule |
| Behaviors | Shopping habits, brand loyalty, research style | Online shopper, reads reviews |
| Needs/Goals | Problems to solve, aspirations | Save time, healthy family |
| Channels | Social media, websites, influencers they trust | Instagram, parenting blogs |
| Quote | A fictional statement capturing their mindset | “I need solutions that fit into my hectic routine.” |
Checklist
☐ Avoid stereotypes (base on data!)
☐ Include a narrative (e.g., “A day in the life”)
☐ Limit to 3–5 core personas
Step 4: Apply Personas to Your Business
Use your personas to guide decisions in:
| Area | Questions to Ask | Checklist |
|---|---|---|
| Product Development | Does this feature solve a persona’s pain point? | ☐ Align with needs/goals |
| Marketing | Are our messages in their tone? Are we using the right channels? | ☐ Tailored content ☐ Channel alignment |
| Customer Experience | Does our support match their preferences (e.g., chat vs. email)? | ☐ Communication preferences |
Example:
Target “Commuter Rahul” with quick coffee ads on morning radio; use Instagram reels for “Social Ankit.”
Step 5: Maintain & Refine
Keep personas updated:
☐ Schedule quarterly reviews
☐ Add new data from ongoing research
☐ Merge/retire outdated personas
Pitfalls to Avoid:
- ☒ Relying on assumptions instead of data
- ☒ Creating too many personas (stick to 3–5)
- ☒ Letting personas become static
Final Checklist
- ☐ Personas include demographics + psychographics + behaviors
- ☐ Tested with “Elevator Pitch” (can you describe them in 30 seconds?)
- ☐ Used to inform at least one business decision (e.g., marketing campaign)
- ☐ Scheduled next review date: _______________
Bonus: Persona Validation Test
Ask yourself:
- Would a real customer recognize themselves in this persona?
- Does it help predict customer decisions?
- Can your team name key personas without hesitation?
Repeat this worksheet for each core persona!