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How to Build Attitudinal Personas for Effective Audience Segmentation

Authors: GiniRoberts Susan Baier
Posted Under: The Content Experience Show
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Hosted By

Anna Hrach

Convince & Convert

Apple Podcast Reviews:

It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

Jared Johnson Piano

I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

Susan Baier, Head Honcho at Audience Audit, joins the Content Experience Show to discuss better audience segmentation through attitudinal personas.


Audience Segmentation with Attitudinal Personas

It is an unfortunate fact that in meeting rooms around the world, categories like “Females, 30-35, living in ___ area,” count as “targeted personas.” When you meet someone on a personal level, knowing their gender and age is hardly an introduction. Yet for many businesses, this comprises the basis of their audience segmentation.
In order to maximize the efficacy of your marketing efforts, you need a deep understanding of your audience. This means going beyond the standard demographic information. For Susan Baier at Audience Audit, this starts with extensive surveys of a large enough population to build what she calls “attitudinal personas.”
Audience segmentation based on attitudinal personas lets you create categories around decisions each group is likely to make on a more emotional level. After all, your audience is comprised of individuals, and people are never really defined by simple demographics.

In This Episode

  • How to find meaningful information for segmentation.
  • How to conduct research to build attitudinal personas.
  • Why typical demographic information is ineffective for segmentation.
  • How to balance “deep dives” with archetypal personas.

Quotes From This Episode

“We do segmentation based on how people feel about a category and about their capabilities to make a decision within that category. Nine and a half times out of ten, those things don’t have anything to do with what people look like on paper.” — @susanbaier
“Survey research has opportunities to get answers from folks that they wouldn’t necessarily give you if they were right in front of you or on the phone with you.” — @susanbaier
People often make the mistake of thinking that personas only affect marketing. Share on X


Content Experience Lightning Round

What is the last show you watched on Netflix?
Regular or diet soda?
No soda, bourbon!
Walmart or Amazon?
Susan hates shopping, so Amazon for sure!
For food, Mexican, Italian, or sushi?
If you’re going to either read a magazine, read a book, or listen to a podcast, which one is your go-to and what is the title?
Satan: His Psychotherapy and Cure by the Unfortunate Dr. Kassler.
See you next week!

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