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personas@quarry.com
THE SAVVY MARKETER'S GUIDE
TO LEADING WITH PERSONAS
21
Ethnography seeks to understand people within their particular context, rather than
presuming some understanding of them and immediately trying to use a pre-determined
set of characteristics to measure them. e nature of this research makes it more amenable
to the discovery of highly actionable customer insight.
In some cases, such as Juno's, quantitative research follows qualitative methods as a means
to validate and extend the value of actionable insight across the organization. In other cases,
only ethnography was used. In all cases, though, the upfront investment in ethnographic
research paid high dividends when put into the creative and capable hands of people like
Sanjay, Susan, Isabella and Juno.
is Savvy Marketer's Guide was based on the experiences of members of Curve Jump™, the
Quarry team focused on equipping change leaders in established corporations with the kind
of customer insight required to fend off disruption, to innovate and to build stronger brands.
We frequently build personas to help clients adapt and thrive in these business situations.
We had the privilege of playing outfitter and trail guide to the people you met in the stories
here. Our intention in offering this Savvy Marketer's Guide is to help our clients—present
and future—leverage personas to the benefit of their companies, their customers, their
colleagues and their own career experiences.
We'd love to hear your feedback and any questions you may have about this guide.
And if you want to discuss the use of personas in your work, we'd be happy to learn
about your story.
Follow us on Twitter @Quarry or start the conversation by emailing
Glen at gdrummond@quarry.com.
Now it's
your move
