When to use synthetic personas EXPLAINED IN ONE MINUTE
GUT FEEL FIELDWORK SYNTHETIC PERSONAS
A step between gut feel and fieldwork.
CONCEPTS · MESSAGES A A B C C D E F F B D E SHORTLIST
Screen concepts and messages.
A B FIELDWORK HERE
Compare options early.
A B Unclear Who’s it for? Seen it before So what?
Spot objections.
A C F B D FIELDWORK
Keep the best for fieldwork.
?
Not for measuring a minority view.
WHAT WE KNOW ? NEW
Nor for a genuinely new category.
DECISION REAL PEOPLE
Nor for deciding without checking with real people.
PROPOSED RANKING B D E
The synthetic panel proposes.
B D E FIELDWORK
Fieldwork decides.
FlashInsight Method over Magic. flashinsight.io
A step before fieldwork,not a substitute for measurement.

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