Personas 2.0

Target Groups That Guide Decisions — Not Taste

Dräger aligns communication, products, and messaging with clearly defined target groups. We reworked the existing personas and put them on a robust, strategic foundation — comprehensible for everyone in the company who works with them.

Task

The existing personas had grown over the years but were never systematically refined. Decisions in marketing and product communication relied on gut feeling rather than clearly substantiated target group profiles.

Solution

We rebuilt Personas 2.0 from existing data, interviews, and market experience — with clear needs, decision criteria, and communication triggers for each target group. The result is a set of personas that actually serves as a decision-making basis in everyday practice.

Skills

Brand Strategy, Target Group Analysis, Persona Development, Workshop Facilitation

Instead of superficial target-group clichés, the new personas provide a solid foundation: What drives this target group, what questions does it ask, what does it respond to? This turns personas from a nice-to-have into a working tool that teams across departments use together.

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