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.

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  • Esteban G.

    Thanks so much, everyone! You all were a fantastic group of interesting and engaged folks, and I was so impressed by your ideas and how well you took to the brainstorming exercise. I'm glad you all seemed to have a good time! Smart and fun, a great combination! The presentation is now on slideshare, http://www.slideshare.net/est3ban/empathybased-personas-gaining-a-deeper-understanding-of-your-audience-presen. Feel free to share the link with others you think might be interested in this empathetic approach. Again, truly a pleasure!

    1 · September 26, 2013

  • Karen S.

    Engaging speaker, highly relevant topic and a fun collaborative exercise. Definitely a winner!

    3 · September 26, 2013

  • Bhuvana

    Vibrant meeting. Really enjoyed the workshop part of it.

    3 · September 26, 2013

  • Thomas M.

    Great meeting. I wasn't sure what to expect coming in, since I hadn't been to a Meetup before, nor did I have experience (just a somewhat abstract interest) with content strategy, but the attendees were friendly and from very diverse backgrounds. Esteban was clear and concise, and the group activity tangibly demonstrated the possibilities and potential of using empathy-based personas. And from the standpoint of someone new to the field -- the presentation and workshop also made me excited about content strategy in general.

    4 · September 25, 2013

  • Katie

    Feeling very under the weather today, so also won't be able to make it! Hope to attend another CS meetup soon!

    September 25, 2013

  • Knowl B.

    Looking forward to the Meetup in a little bit! I am also hoping to share some info about an upcoming Design Research Conference that this audience might find interesting as well. If you think a lot about finding a creative balance between ego, empathy, technology & humanity in design, check out drc.id.iit.edu (Oct 8-9th @Field Museum)

    September 25, 2013

  • Valeria B.

    Doesn't look like I'm going to be able to make it... Will you be sharing any slides afterwards? I'm very interested in this topic. Thanks.

    September 25, 2013

  • Helena S.

    My content strategy understanding has really been increasing. These meetups along with subsequent reading helps.

    1 · September 24, 2013

  • Helena S.

    Looking forward to it. Also, if there is information to add to the group like job announcements: where can that be done?

    1 · September 19, 2013

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