Why it's important to conduct persona research

If you want to run any kind of marketing campaign, it's really important to know who your target audience is, how to target them and how to get the best return-on-investment. One way you can do this is through persona research which analyses the behaviour of your customers across various channels, platforms and devices. Using this information, you can then define, segment and profile your customers to create “personas” which will allow you to understand their behaviour and what type of content they most commonly consume and interact with. This video explains why it's important to conduct persona research and how we do this at Webcertain.