How to organize and compare personas

Persona categories

Persona categories are tags for your Personas. They’re helpful when you have various Personas that fit within the same group, often based on roles or stakeholder types. For instance, you could use categories to differentiate between generations such as Baby Boomer and Gen Z, B2B and B2C audiences, or internal (employee) versus external (customer) stakeholders. 

To create a Persona category, open a Persona, click on 'add categories,' and define a new category or Persona. This will also create a tag with which you can tag this Persona across your journeys. Only admins can create new categories. 

Persona matrix

You can create market segmentations to show how Personas relate to each other by placing them in a classic 2x2 matrix and defining important distinctions. For each grid, you can add a title, description, and custom axes to provide more detailed information. The matrix can be found in the top right corner of your Personas overview.

Personas in Journey AI Processing

Personas can now be assigned during file upload:

• For interviews: Assign personas to detected speakers

• For CSV files: Map persona columns to automatically assign personas to quotes

Benefits of persona assignment during upload:

• All quotes inherit the assigned persona

• Filter insights by persona in journey views

• Maintain persona context even with PII obfuscation"