From the ad:tech Chicago session "Persona Development and Decision-Making" with panelists from Whirlpool, Best Buy, Future Now, Inc. and Indiana Wesleyan University.

Segmentation may identify who your customers are, but companies must also work to prioritize those segments. Through the combination of quantitative and qualitative methods that explore attitudes, behaviors, expectations and trends, personas help marketers to recognize patterns in people's thoughts, feelings and actions. In turn, marketers can access a consumer's potential lifetime value.

Hear from leading companies leveraging new ways to explore and exploit the concept of personas. They will reveal how personas inform change in product planning, budget allocation, marketing strategy, customer support and more. 

Harley Manning, VP and research director, Forrester Research, moderated the discussion.

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Dan Cooke, Interactive Marketing, Whirlpool; Tara Hutchinson, Senior Manager, Consumer Research, Best Buy; Michele Miller, Persuasion Architect, Future Now, Inc.; Allyn Beekman, Assistant VP for Planning and Development, Indiana Wesleyan University

Format: 57:51, 52.9 MB, MP3