# Module 4: Understanding Your Customer

**Module 4** - Helps to guide users through the process of developing and utilizing detailed customer personas to inform and tailor their product development strategies. Users will learn how to integrate these personas into the development lifecycle, ensuring that features and marketing efforts are closely aligned with customer needs and behaviors.&#x20;

* **Persona Development:** Creating detailed customer personas in Iteright.
* **Customer Insights:** Tools for gathering and integrating customer insights to inform product strategies.
* **Persona Utilization:** Best practices for using personas to guide product development and marketing efforts.

***

**All "Personas Profiles" can be done in the&#x20;**<mark style="color:yellow;">**PERSONAS**</mark>**&#x20;tab**

<figure><img src="https://2635775629-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F3BsS7Enngf7JYwL73m4o%2Fuploads%2FrNI4H8PcwKR6rQhQVDDU%2Fimage.png?alt=media&#x26;token=11665b99-f4f0-49d8-ad7f-105662129137" alt=""><figcaption></figcaption></figure>

Click <mark style="color:blue;">"Create Profile"</mark> to begin

<figure><img src="https://2635775629-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F3BsS7Enngf7JYwL73m4o%2Fuploads%2FDirgppugH6Ams66jM4SB%2Fimage.png?alt=media&#x26;token=08c975c9-e23e-450e-b2d7-d98711154c48" alt=""><figcaption></figcaption></figure>

* **Create My Own Persona -** Users can craft a unique persona by entering a name and a detailed description. This should be based on user research and data to ensure accuracy and usefulness. The persona should embody the characteristics, goals, challenges, and pain points of the segment of the target audience they represent.
* **Sample Library:** For guidance, Iteright provides examples of common roles within businesses, like CTO (Chief Technology Officer) and CFO (Chief Financial Officer). Users can use these samples as a starting point to understand what type of information might be included in a persona profile.

<figure><img src="https://2635775629-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F3BsS7Enngf7JYwL73m4o%2Fuploads%2FVs4yNlTZoikAONrkyc3f%2Fimage.png?alt=media&#x26;token=c2434f6e-e247-40cb-8372-dba96a00cafe" alt=""><figcaption></figcaption></figure>

<mark style="color:blue;">EDIT PERSONAS</mark> is designed to define and refine the profiles of customer archetypes that your products and services are targeting. Here's how to utilize this page:

* **Title and Role Description:** At the top, you can see the persona's title, in this case, "Chief Product Officer". Here, you can edit the role's description to match the specific characteristics and responsibilities relevant to your product.
* **Avatar:** You have the option to change the avatar, which helps to visually represent the persona and can make the profile more relatable for the team members working with these personas.
* **Linked Ideas and Completion Percentage:** This page also shows the number of ideas linked to this persona and a completion percentage. This indicates how well current ideas are addressing the needs and goals of this persona.
* **Customer Segments:** Below, you can select various customer segments such as Decision Maker, Economic Buyer, Recommender, and End User. These segments help define the persona's role in the purchasing process and their influence on decision-making.
* **Description Area:** This field allows users to provide a detailed description of the persona, encapsulating their role, main responsibilities, and the specific challenges they face. This narrative helps ensure that products or strategies developed are attuned to the persona's needs.
* **Pains & Gains:** Here, users can outline the specific pains (problems or challenges) and gains (benefits or goals) that relate to the persona's professional life. Understanding these helps to tailor product development or marketing strategies to address their main concerns and desires effectively.
* **Social & Emotional Jobs:** In this section, users can describe what the persona aspires to achieve beyond functional tasks, such as their social standing or emotional goals. This can include aspirations like being recognized as a leader or feeling confident in their decision-making.
* **Customer's Functional Jobs:** This area is dedicated to detailing the practical and functional tasks the persona is responsible for, such as developing strategies, managing teams, or overseeing product development. These are the key responsibilities that the product or service should help the persona accomplish more effectively.
* **Value Proposition (Why This Makes Sense To The Customer):** Users can articulate here why the persona would find value in the product or service, linking features or benefits directly to the persona's pains and gains.
* **Customer Problem:** This field prompts users to state the key problem the persona faces that the product or service aims to solve, emphasizing the importance of the problem to the persona.
* **Psychographics:** This section is for users to delve into the persona's attitudes, lifestyles, and beliefs, which can inform how to approach them with marketing messages or product features.
* **Tags:** Users can add specific keywords or phrases that highlight the persona's goals, job tasks, and challenges. These tags serve as quick references when aligning ideas or features with the persona.



