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An Agile Approach To Developing Customer Personas

Industry: Insurance
Market: Spain
Language: Spanish
Methodologies: Social Listening, Focus Groups, Netnography

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Our client, Spanish-owned multinational insurance provider MAPFRE, needed a comprehensive and nuanced understanding of their target consumers in their domestic market, Spain. We developed an agile and flexible approach built on three synergistic research methodologies: 

  • Social listening 
  • Netnography
  • Focus groups

This case study shows how we captured the true voice of MAPFRE’s target customers in a timely and cost-effective manner by integrating these research techniques.

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