At ING the 'Tribe' focusing on business customers was building its business portfolio. In order to help define, design and market propositions, the squad tasked with customer insight gathering, developed data driven personas.
The personas were based on existing customer data such as business type, annual turnover, and product use, as well as a personality survey and interviews. To increase the opportunity for people at the bank to develop understanding and empathy, actors were hired to further develop and portray our personas in a documentary. For some colleagues the documentary was so convincing that they believed the actors to be actual customers.
As lead on this project I determined required quantitative data-analysis and performed the qualitative data collection and analysis.