Events > September 2007Event
Personas, Scenarios, and Schmoozing
Personas are used in many ways in product development, innovation, marketing, usability, and other areas for gaining insights about and communicating who your target customers are, who are the various types of users, who are the purchase influencers, etc. Scenarios are often used to communicate the various ways customers use the products and by that gain deeper insight about the users and often how to improve products or even introduce new features. These are pretty powerful tools and the objective of this exercise is to give you some intuition and motivation to explore the topic further and possibly employ it at work.
This session was led by:
Claire-Juliette Beale is co-founder and Partner of Touch360, a strategic design and innovation firm where she leads the market and user research practice. Prior to Touch360, Claire-Juliette was with the founding executive team at Global Market Insite, where she worked with clients to gain critical consumer insights for successful new product launches. She championed the development of new market research tools that improved the innovation process. Before joining GMI, she was the President of Business Development International, a management consulting firm that addressed specific marketing and business development needs of small and medium-sized companies. Previous experience includes strategy consulting at McKinsey & Company and project management at industrial design firm Bresslergroup. Claire-Juliette holds a B.A. in English from Catholic University, France. She holds a Masters in Marketing and E-commerce Management from University of Cergy-Pontoise, France. Claire-Juliette is active with various professional organizations, among them PDMA and ESOMAR, the world association of market research professionals. She has been a speaker and mentor in various forums, including the SEMO market research conference in Paris, and George Mason University.
