Global

Customer insight in practice: Segmentation, personas and the buying journey

A ready-made course you customise for your organisation, with a live session deck and two surveys. You only add the 11 details that are specific to your organisation.

See the live deckSee the full outline
Try the coursePreview the survey
Length
40 min
Lessons
6 lessons
Frequency
At onboarding for marketing and product roles
Last reviewed
21 Oct 2026
Personas from data and the grey areas
What would you do?

A draft persona says "Sam, 28, single, loves gaming" for a payroll product

Try it: this is one of 16 interactive activities in the course.

What's included

Three pieces that work together

Copy once, get everything. Learners prepare on their own, you answer questions live, and the surveys tell you what stuck.

Self-paced course

Short lessons with real workplace scenarios, not walls of text.

  • 6 lessons, about 40 minutes
  • Process, scenario, timeline, tabs and quizzes

Live session deck

An AhaSlides presentation to run after the course, in person or online.

  • 10 slides
  • Quiz, poll, ranking, scale slides
  • A closing slide for your contacts

Two surveys

Find out what landed, and whether people use it on the job.

  • Post-course feedback, about 2 minutes
  • 30-day check-in
  • Anonymous by default
  • Results feed your next refresher

Learning objectives

At the end of this course, learners can

Each objective and the lesson that covers it.

IDObjectiveSourceWhere it's covered
TO 274.0Achieve ≥ 80% on the final assessment-Whole course
SO 274.1Explain why decisions based on evidence about customers beat decisions based on assumptionsBest practiceWhole course
SO 274.2Choose a segmentation basis (needs, behaviour, value, firmographics) that fits a stated business problemBest practice (segmentation, targeting, positioning)Whole course
SO 274.3Pick which segments to serve using size, fit and reachabilityBest practiceWhole course
SO 274.4Build a persona from data, with needs, pain points and triggers, and spot stereotypes + your infoBest practiceWhole course
SO 274.5Map touchpoints to journey stages and identify the decision factors at each stage, for B2C and B2BBest practiceWhole course

Your part: what a template can't do for you

  • Your workplace details: fill in the 11 highlighted fields so the course describes your own policies, contacts and locations.
  • Records: record completion in your own LMS or record system.

Course outline

6 lessons, about 40 minutes

Minutes per lesson are an estimate, shared out by page count.

ContentInteractiveVideoYou customise
1

The persona that was a guess

3 pages

8 min
Before you beginNoteList
Meet "Busy Beth"TextImage
What went wrongTimelineQuiz
2

Segmentation fundamentals in brief

3 pages

8 min
Four ways to cut a marketTabs
Key termsFlashcards
CheckMatching quiz
3

From segments to a chosen target

3 pages

8 min
Choose the segmentProcessYour info
Judge the cutChecklist
CheckMulti-select quiz
4

Personas from data and the grey areas

3 pages

7 min
Build it from evidenceAccordionYour info
Is it a stereotype?Scenario
Sort itSorting activityMatching quiz
5

Mapping the buying journey and applying it

3 pages

7 min
Stages and touchpointsProcessNote
Place the touchpointScenario
Apply itProcessYour infoYour infoQuiz
6

Final assessment and completion

1 page

2 min
PracticeQuizKey factNoteButtonYour info

Live deck and surveys

10 slides to run live, two surveys to close the loop

Pink slides are interactive. Both surveys are anonymous; pink questions are written for this course.

ContentTitle, agenda, "no statistics background needed
ContentOur typical customer in one line, and why people describe the same customer differently (speaker notes: ask the room aloud before revealing the point)
PollHow is our current persona made?
Content · customiseFour ways to cut a market; {{POSITIONING_LINK}}
QuizWhich is a behavioural cut? Postcode · Reorder frequency ✔ · Company size · Age range
QuizA persona says "loves yoga". For a payroll product, what should replace it? Another hobby · Evidence about the job, pain and trigger ✔ · A photo · Nothing
RankingWhere does our customer journey lose most people?
ScaleHow confident are you telling evidence from assumption in a persona?
Open-ended / Q&AA belief about our customers we have never tested
Content · customiseClosing {{HELP_CONTACT}}, {{SURVEY_2_URL}}, {{COURSE_URL}}
Post-course feedback: 11 questions, about 2 min
  1. Overall rating 5 stars
  2. Relevant, realistic, right length, helpful activities agree/disagree grid
  3. What was most useful? multi-select
  4. Confidence before this course, and now 1-5 scale
  5. How do you segment customers today? multiple choice
  6. How often are personas reviewed? multiple choice
  7. How confident are you using data in decisions about targeting? 1-5 scale
  8. I feel able to challenge a persona that has no evidence. 1-5 scale
  9. One thing we should change or add open text
  10. Would you recommend this course? NPS
30-day check-in
  1. Have you used what you learned since the course? multiple choice
  2. How confident are you today? Compare with day 1 1-5 scale
  3. Do you know where to find the customer data and persona guide? yes / no / not sure
  4. A moment where the training helped, or where you weren't sure open text
  5. Which topics should the next refresher focus on? ranking

Results show whether people use the training on the job, not just whether they finished it.

Make it yours

11 fields to fill in, and you're ready

Everything else is done. These are the details only your organisation knows; each one is highlighted inside the course.

  • Policy link{{POLICY_LINK}}
  • Help contact{{HELP_CONTACT}}
  • The organisation's current positioning{{POSITIONING_LINK}}
  • How often personas are checked against data{{PERSONA_REVIEW_CYCLE}}
  • Where journey findings are shared{{REPORTING_ROUTE}}
  • Next course link{{NEXT_COURSE_LINK}}
Show all 11 fields
  • LMS or record system{{LMS_OR_RECORD_SYSTEM}}
  • Survey 1 URL{{SURVEY_1_URL}}
  • Survey 2 URL{{SURVEY_2_URL}}
  • Course URL{{COURSE_URL}}
  • Live session URL{{LIVE_SESSION_URL}}

FAQ

Common questions

Can I run customer insight in practice: Segmentation, personas and the buying journey training online?

Yes. The course is self-paced and online, and the live deck lets you add a live session in the room or online.

How often is this training needed?

At onboarding for marketing and product roles, before a planning cycle, and when a team revisits its target customers.

Who needs this training?

Marketers, product managers and customer experience teams, with a B2B variant; run by L&D with marketing, product and CX leads.

What records should I keep?

Record completion in your own LMS or record system, so you can show who finished the course and when.

Can I edit the content?

Yes, everything. Change the wording, swap scenarios for ones from your workplace, add your logo, or remove parts that don't apply.

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Last reviewed: 21 October 2026Templates are a starting point, not legal advice.

Ready to run it?

Open the live deck to see how the session runs alongside the course and both surveys.

See the live deck