Understanding your consumer or buyer is critical to success. They can lead you to crucial insights that help your brand make a more meaningful connection, drive purchase and even loyalty among the target audience. But making sure you have an informative, actionable and useful persona isn't always easy. At Doe-Anderson, we break persona-building into two critical steps: identification and understanding.

Identification requires us to know the audience is real, can be found, represents an ongoing opportunity and can be effectively reached.

Understanding requires us to look well past demographic data, to psychographic traits and even shared attitudes, as well as product, category, shopping and media behaviors.

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