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Banking on Digital Growth Podcast

Elevate Your Digital Empathy With Consumer Personas

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Brief Summary of Episode #322

Digital empathy is all about creating deeper, emotional connections in our increasingly digital world.

The key to unlock this?

Consumer personas. 

These personas aren't just about data points; they're about making real human connections.

They help us know our current and potential account holders on a deeper level and serve them better. 

Many financial brands still rely heavily on demographic data, but these don't establish emotional connections.

We need to think bigger, beyond audiences, to digital communities. 

In this episode of the Banking on Digital Growth Podcast, I guide you through 5 pitfalls to avoid when working with personas. 

  • Projecting our own realities
  • Relying solely on demographics
  • Ignoring "thick data"
  • Creating too many personas
  • Over-reliance on focus groups

Remember, behind every data point is a human story.


Key Insights and Takeaways

  • The problem with defining consumer personas. (3:08)
  • Projecting your perspective on the persona. (8:16)
  • Pitfalls of relying on focus groups. (11:20)