Week 2: persona best practices

Having a deep understanding of your customer is the only way to create marketing that resonates. Many organizations think they know their customers, but many times, a persona just scratches the surface of understanding what makes them tick.

In this presentation, Misha Rangel, Sr Product Marketing Manager, Global Systems Business at IBM, will cover how to ask the right questions in customer interviews to get to the bottom of what customers really think (and not what they think you want to hear), as well as some social tools to dig deeper into persona research.