3. Personas
Personas define who an answer is for. They affect BIQ generation, content selection, analytics and, in guided chat setups, persona classification.
What Personas Control
Section titled “What Personas Control”Personas control:
- BIQ generation vocabulary and question selection.
- Persona-specific BIQ assignment.
- Persona tabs or defaults in touchpoints.
- Analytics by audience segment.
- Chat classification where enabled.
Personas do not replace Brand Voice. If you want a different writing style, configure Brand Voice & Compliance.
When Not To Create a Persona
Section titled “When Not To Create a Persona”Do not create a new persona only because:
- A product belongs to a different category.
- A campaign has a different name.
- You want a slightly different tone.
- A segment exists in CRM but asks the same questions.
Use folders, touchpoint assignment, analytics filters or Brand Voice instead.
Good Persona Examples
Section titled “Good Persona Examples”| Persona | Why it works |
|---|---|
| First-time buyer with no technical knowledge | Different vocabulary and explanation depth |
| Professional buyer comparing specifications | Different criteria and product questions |
| B2B procurement user | Different risk, compliance and process questions |
Weak examples:
- “Newsletter visitor” when the questions are the same.
- “German customer” because language belongs to localization.
- “Premium customer” unless the questions and purchase criteria differ.
Persona Fields
Section titled “Persona Fields”Maintain:
- Name and description.
- Segment.
- Knowledge level.
- Buying triggers.
- Typical questions.
- Vocabulary hints.
- Exclusion topics.
- Public tab label and display order.
- Optional brand color.
Persona Detection Modes
Section titled “Persona Detection Modes”Where applicable, touchpoints can use:
- Hybrid: classify from the first user question and fall back if uncertain.
- Preselection: use a fixed default persona.
- Explicit: intended for pure user self-selection. Where not fully active, it behaves like preselection and relies on visible persona tabs.
Before Generating BIQs
Section titled “Before Generating BIQs”Check that:
- The persona is attached to the right touchpoint.
- Typical questions are concrete.
- Vocabulary reflects real customer language.
- Exclusion topics cover sensitive areas.
- Relevant material is processed.
- The persona is meaningfully different from others on the same touchpoint.