---
title: ICP and Persona Research — RGM Training
url: https://realgrowthmatters.com/training/marketing-research/icp-and-persona-research/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/marketing-research/icp-and-persona-research/
---

[Home](../../../index.html) › [Training](../../index.html) › [Marketing Research](../index.html) › ICP and Persona Research

RGM° · Training

# ICP and Persona Research

Research-based vs assumption-based. Process, depth, use.

### What you will learn

1. [Why ICP / persona research](#why)
2. [Process](#process)
3. [Depth](#depth)
4. [Use across functions](#use)
5. [Advanced playbook](#advanced)
6. [Mistakes](#mistakes)
7. [Checklist](#checklist)

## Why ICP / persona research

ICP and personas built on assumptions misalign marketing. Research-based ICP and personas align strategy, messaging, channels, and product.

## Process

1. Pull customer data (LTV, retention, NPS).
2. Identify best customers.
3. Identify common attributes.
4. Conduct interviews.
5. Synthesize.
6. Document ICP and personas.
7. Validate with sales / CS.
8. Test in market.

## Depth

- Beyond demographics.
- Behavioral attributes.
- Psychographic.
- Buying patterns.
- JTBD.
- Pain points.
- Decision-making style.
- Trust sources.
- Information consumption patterns.

## Use across functions

- Marketing messaging.
- Sales playbook.
- Product roadmap.
- CS engagement.
- Support routing.
- Pricing.
- Channel choice.

## Advanced playbook

- Annual ICP research cycle.
- Quarterly customer interviews.
- Behavioral analytics integrated.
- Cross-functional persona use.
- Anti-ICP / exclusion documented.
- Persona refresh annually.
- Stakeholder education.
- External research budget.
- Customer advisory complement.
- Win/loss complement.

## Mistakes

- Personas built from assumption.
- Demographic-only personas.
- JTBD not integrated.
- Personas not refreshed.
- Cross-functional use weak.
- Anti-ICP missing.
- External research absent.
- Customer advisory absent.
- Behavioral data not integrated.
- Stakeholder education absent.

## Checklist

- Annual ICP research cycle
- Quarterly customer interviews
- Behavioral analytics integrated
- Cross-functional persona use
- Anti-ICP documented
- Persona refresh annually
- Stakeholder education
- External research budget
- Customer advisory complement
- Win/loss complement

## Sources and further reading

- Adele Revella, Buyer Persona Institute
- Indi Young customer research
- Bob Moesta JTBD
- RGM Growth Foundations ICP module
- RGM B2B SaaS ICP module
- Lenny Rachitsky persona case studies
- Reforge research curriculum
- First Round Review
- Sangram Vajre ABM ICP
- Marketing Research Association
- Qualtrics research
- UserInterviews.com

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Part of the [Marketing Research](../index.html) series.