Marketing Tool: Personas - learn customer expectations
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Marketing Tool: Personas - learn customer expectations

Persona can uncover deep customer insights, empowering you to make relevant products or contents for your target market!
3.8 (10 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
1,341 students enrolled
Created by Jeannie Chan
Last updated 5/2016
English
Current price: $10 Original price: $20 Discount: 50% off
5 hours left at this price!
30-Day Money-Back Guarantee
Includes:
  • 30 mins on-demand video
  • 1 Article
  • 2 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Understand how to gather customer insights
  • Develop personas based on customer insights
View Curriculum
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.
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.

Who is the target audience?
  • Product manager
  • Product designer
  • UX designer
  • Content manager
  • Marketing manager
  • Brand manager
  • Entrepreneur
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Curriculum For This Course
+
Introduction to Personas
2 Lectures 02:20
+
Gathering Insights
4 Lectures 10:34


The best research method to uncover deep insights
03:15

Don't forget this source of insight!
00:55
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Building Personas
7 Lectures 09:11
Building personas
05:02

Persona example
01:14

More examples
5 pages

Persona templates
1 page

Develop your personas!
00:32

Class wrap up
00:49

Office Hours
01:34
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Bonus Materials
3 Lectures 09:18

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.

Preview 03:01

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.

BONUS LECTURE: Consumer decision journey
03:19

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.

BONUS LECTURE: Market sizing
02:58
About the Instructor
Jeannie Chan
4.4 Average rating
58 Reviews
4,151 Students
7 Courses
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.