Did you know? Ethnography, insights through observation, allows
researchers to immerse in the everyday lives of a culture or group.
ANNA
> > Age 32
> > Married with one child, age 4
> > Lives in Rockland County
> > Busy, active life, close to
family and friends
> > Raised orthodox but loosely follows tradition
> > Marketing executive in a mid-sized telecom firm
> > Maintains work-life balance
with help of husband
a day in
THE LIFE
Checks social
media before
husband wakes
A PERSONA
EMERGES FROM
ETHNOGRAPHIC
INTERVIEWS AND
RESEARCH…
…AND AN UNDERSTANDING OF
THE CUSTOMER LIFECYCLE AND
KEY TOUCHPOINTS OR PLACES
A CUSTOMER MIGHT INTERACT
WITH YOUR BRAND.
Sees news
article about
health trends,
shares with
her mom
Gets daughter
ready for daycare
After meetings
at work, attends
Rotary luncheon
Husband picks
up daughter
from daycare and
prepares dinner
ITEMS MARKED WITH A STAR
ARE POTENTIAL TOUCHPOINTS
WHERE THE FICTIONAL
BUSINESS MAY INTERSECT
WITH THIS PERSONA—AND THE
CORRESPONDING DEMOGRAPHIC.
Reads business
magazines on
the treadmill
after work
Skims Pinterest for
recipes and interior
design ideas
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