The Center for REALTOR® Development needed personas to help it meet the educational needs of real estate agents and brokers – and it needed them quickly, inexpensively and reliably. NAR’s research and data science teams worked together to create these personas during the pandemic…and then adjust them a year later…and adjust them again five years from the project start, when the world had completely changed. Did we use the right process? What IS the right process for building and adjusting personas? IS there a “right process?”
NAR Director of Business Insights Lisa Herceg will take you through their approach from initial creation to reevaluation to re-reevaluation and then you can let us know what you think that process could be in the future.
Key takeaways:
1. There are many ways of approaching persona-building but the process should have some grounding in quantitative data.
2. Qualitative research undertaken after quantitative patterns have been isolated will put “flesh” on the bones of segments in surprising ways.
3. Persona-building can be done effectively on a small budget.
