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Persona
Creating or analyzing your current buyer personas can be a great way to get an idea of how much you currently know about your different target markets and their customer experience with your company. In many cases demographics, behavioral- and customer satisfaction data regarding products and services are readily available.
However, information on the customer experience- and brand level are often incomplete, e.g. information related to customer frustrations, motivations and associations. Hence, Marketing Imagination exercises in these areas can give organizations more in-depth information on how to find meaningful ways to differentiate. Examples of such exercises are: