It’s never too late to learn more about your audiences to guide product development and targeting. Personas should be treated as a living document that is a part of your team’s day-to-day toolkit. As a result, it is important to regularly review and refresh your personas over time.

However, there are some typical scenarios where the need for personas is often identified. For user personas, this includes the times prior to product development, redesigns or product updates. Alternatively, for marketing personas, this may be when defining or refreshing your marketing strategy or for a specific tailored campaign.