Creating Proto-Personas

Proto-personas explain the “why” behind the buying habit trends in our customer data.

• Define at least 8 attributes to plot for each participant. These attributes may be captured in your screener survey, identified in your interview summaries, or created at this stage.

• Sort rows to create groups with the most number of similarities possible. This process should be iterative. Continue this process until you have a few distinct groups. We sometimes recommend 4-6 participants per group.

• Write a name and description for each group based on key defining similarities within the group.