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Tackling the social marketing formative research bottleneck: comparative analysis of the complementary nature of community-generated personas and focus groups

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Mahmooda Khaliq, Dove Wimbish, Angela Makris
Journal: Journal of Social Marketing
Journal of Social Marketing (2024) 14 (2): 187–209.
https://doi.org/10.1108/JSOCM-06-2023-0141
Published: 16 April 2024
...Mahmooda Khaliq; Dove Wimbish; Angela Makris Purpose This study aims to understand the utility of personas and illustrate, through a case study, how a persona-building exercise in a Community Based Prevention Marketing (CBPM) training of community leaders elicited important insights...
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