User Personas

Webinar
NIHITO Principles in Action: Strategies for Conducting Systematic Buyer and User Interviews 
NIHITO (nothing important happens in the office) is the foundation of Pragmatic Marketing’s philosophy, yet it can be challenging for product professionals to establish a regular cadence of productive meetings with buyers and users.
NIHITO (nothing important happens in the office) is the foundation of Pragmatic Marketing’s philosophy, yet it can be challenging for product professionals to establish a regular cadence of productive meetings with buyers and users.
Webinar
The Power of Story: How to Create Radically Clear Product Marketing
How do you capture the attention of your target audience when they are exposed to more than 10,000 brand messages every day?
How do you capture the attention of your target audience when they are exposed to more than 10,000 brand messages every day?
Webinar
Pack a Punch with Powerful Buyer Personas
Buyer personas are frequently constructed as snapshots that offer one-time, one-dimensional views of your buyer. But what if you could capture the dynamic nature of the buyer journey to create richer, more meaningful personas?
Buyer personas are frequently constructed as snapshots that offer one-time, one-dimensional views of your buyer. But what if you could capture the dynamic nature of the buyer journey to create richer, more meaningful personas?
Article
Maintaining Momentum: 12 Tips for Interim CAB Calls
A successful customer advisory board (CAB) program involves much more than yearly in-person meetings. In fact, one key to a strong CAB program is keeping the conversation going between face-to-face gatherings, so that meeting outcomes, action items and work streams will not lose momentum. More important, such engagements can reinforce the...
A successful customer advisory board (CAB) program involves much more than yearly in-person meetings. In fact, one key to a strong CAB program is keeping the conversation going between face-to-face gatherings, so that meeting outcomes, action items and work streams will not lose momentum. More important, such engagements can reinforce the...
Article
Lovability: How to Build a Business That People Love and Be Happy Doing It
Lovability shares what Aha! co-founder and CEO Brian de Haaff knows from a career of founding successful technology companies and creating award-winning products: Love is the surprising emotion that product builders cannot afford to ignore. The national bestselling book also reveals the secret behind the phenomenal growth of Aha! and the...
Lovability shares what Aha! co-founder and CEO Brian de Haaff knows from a career of founding successful technology companies and creating award-winning products: Love is the surprising emotion that product builders cannot afford to ignore. The national bestselling book also reveals the secret behind the phenomenal growth of Aha! and the...
Blog
May BOM: Buyer Personas
May’s Box of the Month is buyer personas. Throughout the month we’ll highlight articles, webinars, podcasts and blog posts to help you create archetypical profiles that representing key buyer  populations for your products and services.
May’s Box of the Month is buyer personas. Throughout the month we’ll highlight articles, webinars, podcasts and blog posts to help you create archetypical profiles that representing key buyer  populations for your products and services.
Blog
Discover Scenarios Within Stories
Over the years, product management has attempted many different approaches for describing customer needs. We've used traditional requirements, use cases and have tried open discussions. Today, we often use some form of story.
Over the years, product management has attempted many different approaches for describing customer needs. We've used traditional requirements, use cases and have tried open discussions. Today, we often use some form of story.
Blog
How Personas Can Help in Product Development
In a recent Pragmatic Marketing webinar, Johnathan Lucky, scrum master at Perform Group, presented How the Elephant and 6 Blind People Can Help Articulate Your Product’s Vision. One of the points he covered is the importance of personas for creating your product, gaining engagement among your team, and adequately solving your...
In a recent Pragmatic Marketing webinar, Johnathan Lucky, scrum master at Perform Group, presented How the Elephant and 6 Blind People Can Help Articulate Your Product’s Vision. One of the points he covered is the importance of personas for creating your product, gaining engagement among your team, and adequately solving your...
Article
Lessons Learned from 100+ Hours of Persona Interviews
I do a lot of persona interviews. I interview clients and people on behalf of clients. I conduct interviews with customers, buyers and internal teams. Name any job title in the technology industry and I’ve probably interviewed someone in that position. Our team uses these interviews as a basis for getting an...
I do a lot of persona interviews. I interview clients and people on behalf of clients. I conduct interviews with customers, buyers and internal teams. Name any job title in the technology industry and I’ve probably interviewed someone in that position. Our team uses these interviews as a basis for getting an...
Article
How User Personas Bring Teams Together
What people want is to get their job done. It’s not the product they need the most, they need results. I am not saying that the product is not important, I am a product owner, after all. It’s just not the most important thing. Going even further, I’d say that understanding what people really need is the tricky bit; building the product is easy.
What people want is to get their job done. It’s not the product they need the most, they need results. I am not saying that the product is not important, I am a product owner, after all. It’s just not the most important thing. Going even further, I’d say that understanding what people really need is the tricky bit; building the product is easy.
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