Customer Personas in Practice: An Exploratory Study of Marketing Practitioners
(A2026-133967)

AUTHORS

Edward Boon, Webster Geneva Campus; Daniel Hall, Royal Docks School of Business and Law, University of East London

ABSTRACT

Customer personas are widely used in marketing, yet their practical value remains contested. Some marketers argue that personas help teams understand customers and make better decisions, while others view them as oversimplified profiles with limited relevance. This study examines how experienced marketers work with personas in real organisational settings. Based on three in-depth interviews with senior practitioners from different industries, we explore how personas are created, which types of information are used, and how they influence everyday marketing decisions. The findings show that personas are most effective when they focus on concrete behaviours and needs, are updated regularly, and are referred to continuously during planning and execution. In contrast, static or primarily demographic personas tend to be ignored. The study provides a clear, evidence-based view of when personas support effective marketing practice.