Persona 2.0
Persona 2.0 turns three one-hour workshops into three buyer personas: your ideal client, the one who's an easy adjustment away, and the wild card you'd never have guessed.
Brand & Growth
200+ founders have built with us.
As featured in
Where our clients sell
Sounds familiar?
01
Your target customer is described by age and gender only.
02
A focus group would cost too much and take months.
03
Marketing and product disagree about who the customer is.
04
You've never looked at who else might buy, outside your core target.
Beauty buyer persona development usually means one of two things: a focus group that takes months and costs a fortune, or a template with an age range and a stock photo. Persona 2.0 is our proprietary alternative, and it goes deeper than customer segmentation for beauty brands. Segments tell you who exists. A persona tells you why they buy.
It starts with three one-hour workshops with the founder, covering more than 120 questions: who the buyer is, how they live and work, what they fear, where they look for information, how they shop and what makes them hesitate.
From that we build your Client persona. Then we run it against our database to create two more: the Adjacent, someone close to buying who needs only small adjustments to get there, and the Wild Card, a buyer nobody would have pictured at the start but who might buy anyway.
Each persona comes with a day in their life, their personality and brand archetype, what they like, dislike and fear, and specific recommendations on how to serve them.
A good fit if
✓ Founders before a launch or big campaign
✓ Brands that can't justify a focus group
✓ Teams looking for audiences beyond their core buyer
Not the right fit if
✕ Market sizing and competitor analysis (see Market Research)
✕ Brands that want a stock persona template
✕ Anyone who needs statistically representative survey data
What you walk away with
01
Three founder workshops
One-hour sessions covering 120+ questions about your buyer.
02
Client persona
Your ideal buyer, in detail.
03
Adjacent persona
Someone close to buying, who needs only small adjustments to get there.
04
Wild Card persona
A buyer you wouldn't have pictured at the start, but who might buy anyway.
05
Persona report
For each persona: a day in their life, personality and archetype, likes, dislikes and fears, and how to serve them.
How it works
Workshop 1
First one-hour session with the founder.
Workshops 2 and 3
Two more sessions to finish the 120+ questions.
Build
We create the Client persona, then the Adjacent and Wild Card from our database.
Report
You receive the Persona 2.0 report.
Timeline
2 months
Revisions
1 round
Meetings
3 meetings
Ready to start?
Pick a time that suits you and we'll confirm by email.
Start with a free discovery call
Every Persona 2.0 project starts with a short free call, so we can understand what you need and scope it properly.
Book a free discovery call
Questions, answered.
How do you create a buyer persona?
Start with real knowledge about buyers, then group it into the goals, problems, objections and triggers that drive a purchase, and write it up as one specific person your team can picture. Persona 2.0 does this through three workshops and more than 120 questions, then adds two personas from our database.
Is Persona 2.0 an alternative to a focus group?
Yes. We built it because focus groups are expensive and slow. Persona 2.0 works from the founder's knowledge of the customer plus our database, so you get usable personas without recruiting and running groups. The report is usually ready 7 to 10 days after the third session.
What are the Adjacent and Wild Card personas?
The Adjacent is someone close to buying your product who needs only small adjustments to get there. The Wild Card is a buyer nobody expected at the start of the process, but who might buy despite not being the target market.
How is this different from Market Research?
Persona 2.0 focuses on the buyer: who they are and why they buy. Market Research covers the category: competitors, pricing and product ranges.
What information do you need from me?
Your knowledge of the customer. The workshops cover who they are, how they live and work, what they fear, where they look for information, how they shop and what makes them hesitate.
What do I do with the Adjacent and Wild Card personas?
Use them to test new channels, messages or products. The Adjacent shows the smallest change that could win a new buyer; the Wild Card points to an audience you might not have considered at all.
How many workshops are there?
Three one-hour workshops with the founder.
Meet the buyers you haven't met yet.
Persona 2.0