aBBOTT SEGMENTS AND PERSONAS

Abbott was interested in having a deeper understanding of their different market segments. Previous research had allowed them to identify the B1As, B1Bs, and the B2s as their primary segments. Using surveys and experience maps at the Arnold Classic, we (a team of 15) were able to identify 6 personas within those 3 segments. I worked to analyze and develop the B2 personas specifically.