Marketing Tool: Personas - learn customer expectations

Persona can uncover deep customer insights, empowering you to make relevant products or contents for your target market!
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1,338 students enrolled
Instructed by Jeannie Chan Marketing / Branding
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  • Lectures 16
  • Length 37 mins
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 3/2015 English

Course Description

Are you a product designer / product manager / UX manager wondering what product features make sense?

Are you a content manager / marketing manager wondering what content would be relevant?

Wonder no more! Start using Personas as a tool to help you get to know your customers better! Personas can uncover deep insights about your customers, and give you the information you need to align your product and marketing strategy to your customers' expectations. Meeting (and exceeding) customers' expectations is the only way to build a customer base and a successful business.

This 30-minute crash course on Personas will walk through what are personas, how to develop personas, and how to get the information you need to develop personas.

Once you have Personas developed, you can share them with your team and stakeholders. You can empower your whole team / organization with this deep insight! Personas is a great tool for both B2B and B2C businesses.

What are the requirements?

  • Building personas can be the first step toward developing a product, so very little is required to begin
  • Tools for developing personas can be powerpoint, Google slides, or designer programs such as Photoshop, Illustrator
  • An open-mind. Personas are used to uncover insights and business opportunities. It is not used to validate your ideas.

What am I going to get from this course?

  • Understand how to gather customer insights
  • Develop personas based on customer insights

Who is the target audience?

  • Product manager
  • Product designer
  • UX designer
  • Content manager
  • Marketing manager
  • Brand manager
  • Entrepreneur

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Introduction to Personas
What are personas?
Section 2: Gathering Insights
Insight framework
Simple research methods
The best research method to uncover deep insights
Don't forget this source of insight!
Section 3: Building Personas
Building personas
Persona example
More examples
5 pages
Persona templates
1 page
Develop your personas!
Class wrap up
Office Hours
Section 4: Bonus Materials

Traditionally, consumers are defined by a few basic criteria. This lecture from the Udemy course Branding Basics: Build a brand strategy in 3 easy steps! discusses these basic criteria which is helpful in developing hypotheses on potential personas, and to help you identify who to interview.


The insight framework discussed the importance of understanding purchase decision criteria and path-to-purchase. This lecture from the Udemy course Marketing Strategy: Why are they not buying your product? discuss a framework on the overall consumer decision making process.


If you have multiple personas, you may have a need to prioritize. Personas should be prioritized based on the business opportunity each represents. This lecture from the Udemy course Business Strategy: Find out your revenue potential in 15 min provides a framework on sizing business opportunities, which will help you in prioritizing personas.

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Instructor Biography

Jeannie Chan, Brand Manager / Strategy Consultant

I'm Jeannie Chan, a branding and marketing specialist based in New York City. I work full-time marketing million-dollar brands, and do pro-bono consulting and marketing for non-profit organizations. I have been a marketer for over a decade, with experience in a variety of industries. I have worked in categories ranging from pet food to electronics. My expertise and knowledge are based on my experience working with / for entrepreneurs, non-profit organizations, and Fortune 500 companies. Along the way, I picked up quite a few tricks of the trade. Now, I hope to share them with you here on Udemy.

I got my MBA concentrating in Brand Management from Washington University in St. Louis. During the day, I'm a Senior Brand Manager for a Global Fortune 500 company. In my free time, I eat my way around New York City.

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