Segmentation & Personas

Russell Research designs and executes market segmentation using our HumanLens approach – starting the investigation from the user perspective and understanding the needs and motivations which ultimately guide their decision-making and behavior. Our process results in highly actionable segmentations for innovation, marketing, and other core business functions and incorporates these key tenets:

  • Develop Success Criteria

    Establish stakeholder-driven success criteria to inform each stage of the research.

  • Assess and Identify Opportunities

    Leverage multiple frameworks to assess and identify opportunities relative to organization priorities

  • Connect Segments

    Connect segments to external information and confirmed real-world behavior

Personas are fact-based representations of an actual customer and are developed to help the brand team build empathy for individual customer groups, encompass different need states, and facilitate the incorporation of these representations into the brand planning and strategy development process. Solid personas allow cross-functional teams to understand their customers as real people with specific needs. Personas also help teams build specific, relevant solutions for a target based on deep understanding.

Segmentation and Persona studies benefit from being shared and activated among your team. Our expert workshop facilitators lead custom workshops to take your research to the next level and ensure insights are driven to action in your organization.

Our Segmentation and Persona Case Studies