Personas
and segmentation
Understand each of your audiences' unique needs, goals, and behaviors—so you can tailor products, features, and messaging that truly connect.
Make your users
feel seen
Uncover meaningful differences in your audience
Go beyond demographics to identify behavioral, attitudinal, and needs-based differences between user groups, so you can design with nuance, rather than one-size-fits-all assumptions.
Guide strategy and priorities
When you understand which segments are most valuable, underserved, or high-potential, you can make smarter decisions about product roadmaps, messaging strategies, and resource allocation.
Align teams around a shared understanding
Well-crafted personas give cross-functional teams a shared mental model of who you're designing for, improving collaboration between research, design, marketing, and product.
Strengthen empathy
Personas put a human face to your data. By capturing motivations, goals, and pain points, you can build more relevant, empathetic experiences.
Choose from a wide range of methods to build
your ideal study
