What a Strong Persona Includes

• Demographic/firmographic profile: Age, role, company size, industry (for B2B)
• Goals and motivations: What is this person trying to achieve?
• Pain points and challenges: What obstacles do they face?
• Decision criteria: What factors drive their purchase decisions?
• Information sources: Where do they research and learn about solutions?
• Objections: What concerns or hesitations do they have?

Building Pe

The Four SWOT Dimensions

Strengths (Internal, Positive)

Internal capabilities that give a competitive advantage — proprietary technology, brand reputation, distribution network, talent, financial resources.

Weaknesses (Internal, Negative)

Internal limitations that create competitive disadvantage — outdated technology, limited geographic reach, high cost structure, talent gaps.

Sample Size Formula

For a population proportion at 95% confidence: n = (Z² × p × (1-p)) / e²

Where Z = 1.96 (for 95% confidence), p = estimated proportion (use 0.5 if unknown, most conservative), e = margin of error.

For most consumer research with an unknown population proportion, this produces the commonly cited figure of 384 respondents for ±5% margin of error at 95% confidence.

The Four Bases of Market Segmentation

Geographic Segmentation

Division by country, region, city, climate, or urban/rural status. Market research reports typically segment globally by North America, Europe, Asia-Pacific, Latin America, and MEA (Middle East and Africa).

Demographic Segmentation

Division by age, gender, income, occupation, education, and family size. The most widely used base because demographic data is available from census sources and correlates strongly with purchasing behaviour in most consumer markets.

TAM — Total Addressable Market

The total global revenue opportunity if you achieved 100% market share with no constraints. TAM is useful for establishing category size and attractiveness, but serves as a theoretical ceiling — no company achieves full TAM capture.