Persona Research
Define who your customers really are — and what moves them.
Persona research identifies the roles, motivations, goals, and decision behaviors of key customer segments. It helps teams develop accurate, actionable buyer profiles that inform targeting, messaging, product design, and go-to-market strategy — reducing assumptions and improving alignment across teams.
When to conduct
Persona Research
Conduct persona research when building or refining audience profiles, entering new segments, or aligning messaging and product value with buyer realities. It’s most valuable when you need clarity on who buyers are, why they buy, and how they evaluate options.
What is
Persona Research
Persona research combines qualitative and quantitative methods to develop rich, evidence-backed profiles of customers — including motivations, decision criteria, pain points, and behavioral traits. Unlike generic stereotypes, it reveals how real buyers make real decisions.
71%
of companies say improved buyer understanding directly contributes to increased conversion and faster deal cycles. Persona research helps teams align product, marketing, and sales around a shared understanding of the people they serve — improving relevance and execution.
Sample Research
Questions We Answer
Question 1:
Who are the distinct buyer types that matter most?
Persona research identifies the meaningful segments, roles, and motivations that drive purchase behavior — giving teams clarity on where to focus attention and resources.
42%
of surveyed buyers fall into a high-intent persona associated with rapid decision cycles.
33%
express needs that differ materially from assumptions previously held by internal teams.
Question 2:
What motivates these buyers — and how do they decide?
Understanding buyers’ motivations, decision criteria, and influences helps teams tailor messaging, prioritization, and engagement to win trust and consideration.
57%
of buyers list problem impact and ROI clarity as their top decision drivers.
46%
report that vendor credibility and expertise heavily influence their trust before purchase.
Why trust Emporia with your
Persona Research
Understand your buyers with nuance — not guesswork.
Persona research is most valuable when it’s founded on verified insight and rigorous methodology. Emporia’s persona research combines targeted respondent sampling with structured analysis so teams can build accurate, evidence-backed profiles that reflect real customer impulses and behaviors. We help organizations move beyond generic segment buckets to nuanced, actionable personas that improve targeting, messaging, product fit, and sales alignment.
Speed / Agility
Move from question to insight without sacrificing rigor. Emporia’s streamlined workflows and responsive research support allow teams to launch, field, and analyze studies quickly — so insights arrive while decisions are still being made, not after the moment has passed.
Verified B2B Respondents
Reach the right decision-makers with confidence. Every respondent is verified using professional attributes, ensuring your insights reflect real buyers, real roles, and real purchasing influence — not guesswork or self-reported profiles.
Expert Methodology
Get more than data — get direction. Our team partners closely on study design, framing, and interpretation, helping translate research outputs into clear strategic implications across pricing, positioning, and go-to-market execution.
Emporia gives us another perspective. Our product team does a really great job working with our existing customers: understanding and solving for their needs. Emporia allows me to find new audiences and conduct that initial research that helps set the stage for potential new customers, products and markets.
We were thrilled with Emporia’s excellent data quality, professionalism, responsiveness, and speed in delivering a very high-end, niche audience of investment fund managers and venture capital professionals.
We are often trying to recruit hard to reach audiences and so it's imperative for us to have high quality data and verified respondents. Emporia go above and beyond to help us and our agency partners not only reach the right audiences but enhance our customer understanding which is a great experience.
Emporia combines strong data quality with a team that genuinely cares about the work. They’re thorough, professional, and focused on getting the details right, which shows in the results.
