About Buyer Persona Institute
Buyer Persona Institute, a division of KS&R, was founded in 2010 to give B2B companies insight into what their prospective customers need to know and experience before they will buy.
Today, our team of highly skilled professionals delivers buying decision insights and persona activation workshops to more than 100 customers across the globe.
Our Unique Approach to Buyer Personas
We do far more than profile your buyers. The case for greater insight is clear – if you want to influence your persona’s decision to buy, you need to fully understand their thoughts and behavior as they weigh their options and make a purchase decision…READ MORE
- Double blind interviews: We keep your identity completely confidential, eliminating the bias associated with anything your buyers might tell someone in your company
- Total market personas: We source buyers who match your target profile, without relying on your customer database, to interview qualified buyers even if they never evaluated you
- Unscripted in-depth conversations: Our skilled researchers guide buyers as they describe each phase of their evaluation, probing deeply to unmask the attitudes, needs and concerns your sales and marketing teams need to address
- Revealed in their own words: We record each interview and mine hundreds of pages of transcripts for dozens of insights, bringing your target buyer’s experience to life through scores of verbatim quotes
- Persona segmentation analysis: We start with your target market segments to design your study, then analyze differences in your buyer’s experiences and influence to define the personas your sales and marketing teams most need to engage
- Team alignment: Our workshops and other implementation services guide your team’s thinking as we work together, developing your plan to exceed your buyer’s expectations and position your company as their ideal partner