How many interviews do you need to build a good persona?

  • If you don’t know what a persona is: Read “Flat Stanley doesn’t live here” by Jennifer Doctor.
  • If you don’t have a good first guess: Cast a wide net and have many short (15 minute) conversations with many more people (30-50) to help you come up with a tighter target.
  • Once you have a tight target: Interview 20-30 for each unique persona
  • For B2B you will need to interview many people with the same role per company as you will be able to get into many fewer companies than 20-30.
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