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Case study

Time to apply the eight steps!

Lee, our aspiring homeware entrepreneur, doesn’t have the money for a lot of primary research, however, she has managed to gather a lot of secondary data. With this data at hand Lee has now decided to build a proto-persona.

Lee is also up against a tight timeline as she is eager to get her marketing messages out into the marketplace. She feels that building a proto-persona is a fast way to help her achieve this.


Watch Lee as she walks you through the video and builds her customer’s persona (a fictional character named Justin) based on her customer base.

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This video is from the free online course:

Online Business: Customer Profiling for Success

RMIT University