Who We Are

We are your guide to timely, fact-based insights and actionable solutions. We connect the dots between the research and your business objectives.

Who We Work With

Some of the most iconic brands in the world have trusted us since 1983 and we are proud to have clients that continue to work with us after 30 years of successful business together.

What We Do

We deliver on our promise. Our promise to provide the highest quality marketing research insights with a reliable team of industry experts that you can count on every step of the way.

How We Do It

We care about the quality of our deliverables. We care about the impact that our insights and solutions have on your organization. We care about our relationships with our clients and with each other.

Let’s Connect

We know that trust must be built between us over time. So, let’s get started.

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Buyer Persona Institute, a division of KS&R, was founded in 2010 to give companies insight into what their prospective customers need to know and experience before they will buy.

Today, our team of highly skilled professionals delivers buying decision insights and persona activation workshops to more than 150 customers across the globe.

Our Unique Approach to Buyer Personas

We do far more than profile your buyers. The case for greater insight is clear – if you want to influence your persona’s decision to buy, you need to fully understand their thoughts and behavior as they weigh their options and make a purchase decision.

At Buyer Persona Institute, buyer profiles are merely the cover sheet for visibility into your persona’s entire buying experience. That’s why we created a specialized approach to persona development and implementation that features.

Double-blind interviews

We keep your identity completely confidential, eliminating the bias associated with anything your buyers might tell someone in your company.

Total market personas

We source buyers who match your target profile, without relying on your customer database, to interview qualified buyers even if they never evaluated you.

Unscripted in-depth conversations

Our skilled researchers guide buyers as they describe each phase of their evaluation, probing deeply to unmask the attitudes, needs and concerns your sales and marketing teams need to address.

Revealed in their own words

We record each interview and mine hundreds of pages of transcripts for dozens of insights, bringing your target buyer’s experience to life through scores of verbatim quotes.

Persona segmentation analysis

We start with your target market segments to design your study, then analyze differences in your buyer’s experiences and influence to define the personas your sales and marketing teams most need to engage.

Team alignment

Our workshops and other implementation services guide your team’s thinking as we work together, developing your plan to exceed your buyer’s expectations and position your company as their ideal partner.


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