Personas are an effective way to put your customers at the heart of your marketing efforts. By building your strategy around them, you can develop messages that resonate to build meaningful connections, create brand advocacy and improve your overall brand performance.

There’s a great deal of insights for both B2B and B2C consumers that can be found online, from blog posts and social sites to forums and press interviews, you can often find first-hand accounts from the personas themselves.

This step-by-step guide takes you through all of the free methods you can use to conduct effective research to support your persona development.

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