Empathy-Based Personas: Gaining a Deeper Understanding of Your Audience

Information is not the same as insight, so while organizations have an increasing amount of data about their audiences, they don’t always know how to make sense of it – what belongs, what’s actionable, and what will really help them meet their evolving challenges.

Personas are a well-known tool for providing context, but they’ve usually been based on common denominators and averages. As content strategists, we understand that crafting compelling experiences requires us to have a deeper understanding of audiences than numbers alone will offer.

At this hands-on workshop, we will learn how to develop another approach to creating audience personas. This approach complements data with an empathetic framework that produces a more human connection with a deeper understanding of customers’ wants and needs.

Esteban Gonzalez is founder and principal strategist of Brand Therapy, a consumer insights, brand strategy, and creative idea consultancy here in Chicago. His firm has helped dozens of organizations (including several of the Fortune 100) create empathy personas.

Join us for networking at 6; workshop will start at 6:30. As always, there will be great discussion, people and food/beverages! We hope to see you all there.