Successful transformation isn’t just about implementing new systems or structures, it’s about understanding people. At the heart of any meaningful change lies a deep understanding of the individuals who will be affected by it. This is where persona studies come into play.
What Is a Persona Study?
A persona study is a research-based method used to create detailed, fictional representations of key user or employee segments within an organisation. These personas are not just demographic profiles, they encompass behaviours, motivations, goals, frustrations, and needs.
Originally popularised in marketing and user experience (UX) design, persona studies are increasingly being used within internal transformation efforts to provide insights into how different types of employees or stakeholders might respond to change.
A persona might include:
- A name and role (e.g., “Finance Fiona, Mid-Level Analyst”)
- Daily responsibilities and pain points
- Attitudes towards change, technology, and communication
- Learning preferences and support needs
- Typical reactions to past organisational changes
Why Are Persona Studies Valuable in Organisational Transformation?
- Humanises the Change Process
Transformation initiatives often fail when they treat employees as a homogenous group. A persona study helps leaders remember that their workforce is diverse, not just in background, but in mindset, work style, and openness to change. This human-centred approach makes change management strategies more empathetic and effective.
- Enables Tailored Communication
Different personas respond to different types of communication. While some may prefer detailed email memos, others may engage better with visual dashboards or in-person briefings. By understanding these preferences, organisations can craft targeted communication strategies that resonate and drive engagement.
- Identifies Resistance and Readiness
Persona studies help anticipate which groups may resist transformation and why. For example, a persona representing long-tenured staff may highlight concerns about job security or digital skill gaps. Addressing these issues proactively can smooth the path to adoption.
- Improves Training and Support Design
Transformation often involves new tools or processes. Persona insights inform learning and development teams on how to design training that is relevant, accessible, and engaging to different types of learners. This increases the likelihood of successful upskilling and adoption.
- Boosts Inclusion and Equity
A thoughtful persona study can surface the varied needs of underrepresented groups, neurodiverse individuals, or remote workers. Incorporating these perspectives ensures that transformation efforts don’t unintentionally leave anyone behind and aligns with DEI (Diversity, Equity & Inclusion) goals.
Conducting a Persona Study: Key Steps
- Gather Qualitative Data: Conduct interviews, focus groups, or shadowing sessions with a cross-section of employees across departments, roles, and seniority.
- Analyse and Group Insights: Identify common themes in behaviours, motivations, and challenges. Group similar individuals together.
- Create Personas: Build detailed profiles with fictional names, photos, quotes, and narratives that bring each persona to life.
- Use Personas to Guide Change: Incorporate these personas into transformation planning, communication strategies, and training programs.
- Iterate and Evolve: Personas should be dynamic. Update them regularly as new insights emerge or as transformation progresses.
Final Thoughts
Transformation is not just a technological shift; it’s a human one. A persona study equips organisations with the empathy and understanding needed to bring people along on the journey. By grounding change initiatives in real human insights, organisations can reduce friction, boost engagement, and create a more inclusive, successful transformation experience.
If are considering an organisational change and would like assistance with a persona study get in touch with GCP today for a free 30 minute consultation and to see some examples of the persona studies we have created for our clients.
