Gord Hotchkiss, President and CEO of Enquiro, kicked things off by helping the audience understand the factors impacting how humans make decisions, including:
- explicit, implicit memories
- past interactions with a brand
- current interactions with the brand
Additional panelists included:
Brian Bond, VP Marketing and Products, Future Now, Inc
Ian Lurie, President, Portent Interactive
As Ian put it, personas are our brandâ€™s imaginary friends.
I think the advantage of personas is really in the research it takes to get there. In order to develop personas, you must dive deeply into whatâ€™s behind prospectsâ€™ decision making, something that companies may not always invest the time in understanding.