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Customer Research & Personas

T&H CX > CUSTOMER EXPERIENCE AGENCY > EXPERIENCE > Customer Research & Personas

Understand your customers through deep research and actionable personas that bring their needs, behaviours and motivations to life

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The Foundation for Understanding

Strong customer experience starts with a clear understanding of who your customers are, what they value, and how they behave.

We conduct customer research and develop personas that give your teams clarity and empathy. By blending qualitative insight with quantitative data, we help you see your customers not as segments, but as people — guiding decisions that resonate with them and deliver measurable results for your business.

Why It Matters

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Without robust research and clear personas, organisations often face:

  • Limited understanding of what customers actually want or need

  • Over-reliance on outdated assumptions about customer behaviour

  • Marketing campaigns or CX initiatives that miss the mark

  • Internal teams working with conflicting views of the customer

  • Difficulty linking customer needs to business strategy

Customer research and personas provide a shared foundation of truth, ensuring that every decision is made with the customer at the centre.

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A trusted partner to Australia’s leading customer-obsessed brands

 

What We Deliver

Customer Research

Surveys, interviews and analytics that reveal customer needs, behaviours and expectations.

Segmentation Analysis

Data-driven insights that highlight meaningful customer groups and opportunity areas.

Personas

Rich, evidence-based personas that bring customer types to life with motivations, behaviours, pain points and goals.

Journey Context

Insights into how personas interact with your brand across channels and touchpoints.

Our Approach

1. Discover

Design and conduct research using a mix of qualitative and quantitative methods.

2. Define

Analyse findings to identify meaningful customer segments and needs.

3. Develop

Create actionable personas that guide design, marketing and CX decisions.

Our Difference

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Many personas end up as posters on the wall — engaging but impractical. Ours are built to be used.

We ensure personas are based on rigorous research, validated against data, and presented in a way that connects with teams across the business. With senior expertise on both agency and client side, we know how to make personas stick — as everyday tools for marketers, service designers and executives alike.

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The Value You’ll Gain

  • A single source of truth about your customers, uniting teams and leaders

  • Personas that are grounded in data, not guesswork

  • Clarity on needs and behaviours that drive decision-making

  • Better alignment between customer needs and business goals

  • A practical tool for marketing, product and service design

Types of Engagements

Defined Scope Projects

End-to-end research and persona creation, delivered as a practical toolkit.

Workshops

Collaborative sessions to co-create or refine personas with leadership and delivery teams.

Embedded

Ongoing support to keep research and personas updated as customers evolve.

When to Choose This Service

  • You don’t have clear or up-to-date customer personas

  • Teams rely on assumptions rather than data

  • Marketing and CX initiatives aren’t landing with customers

  • You’re planning a major transformation or new product launch

  • Leadership lacks a unified view of the customer

FAQ’S

A persona is a semi-fictional representation of a customer type, based on research and data.

They bring customers to life for teams, helping align strategies, campaigns and services to real needs.

We combine qualitative research (e.g. interviews, focus groups) with quantitative data (e.g. surveys, analytics) to build robust, evidence-based personas.

At least every 2–3 years, or sooner if your industry or customer base is undergoing rapid change.

They guide CX design, marketing campaigns, product development and organisational decision-making.

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Tortoise & Hare
Customer Experience Agency

27 - 29 Watt St, Newcastle,
NSW, 2300, Australia
+61 (02) 8667 5310

© 2025 Tortoise & Hare. Tortoise & Hare is a registered trademark and business name of Australian Marketing Initiatives Pty Ltd (ABN 60‍ 169‍ 071‍ 783‍)