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Human interaction key to crafting useful member personas

High-tech tools exist to survey, gather information on members, but experts say creativity is needed that software cannot produce


July 14, 2017
By Walt Williams

Many businesses use constructed personas to target potential customers more accurately, and in recent years, associations have turned to them as well for member marketing and recruitment. But while there are several high-tech tools that allow groups to gather information about potential members, creating personas still boils down to human effort.

“There is no way to produce a persona” just using software, said Callie Walker, senior inbounding marketing specialist at MemberClicks, a membership software provider. “It really does require interpretation and creativity.”