Personas are used for guiding product design decisions and marketing strategy. For the personas to be effective and widely embraced they need to be rich, accurate, and current. Qualitative Data Analysis (QDA) technology gives researchers the power to draw from any electronic media as well as qualitative and quantitative research results to create personas that not only represent reality but evolve as the marketplace changes. In this webinar, Stuart P. Robertson, Ed.D. and Kay Corry Aubrey demonstrate techniques for leveraging QDA to pull together transcripts, survey results, video, audio, digital images, and other qualitative and quantitative sources into a central repository for coding and analysis. They will review how to use this technology to create defensible, vivid and data driven personas that truly reflect an organization’s key customers.