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🧠 Persona-Based Insights™ Builder
Build measurement around decisions — not data
Brand Intelligence. Delivered.
1
Business Priority
2
Persona Canvas
3
Signal Definition
4
Agile Statement
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Summary & Print
0% complete
The Core Principle
Don't start with data. Start with a persona. When you start with data, you retrofit metrics to fit stakeholders. When you start with a persona, you build measurement around decisions.
Step 1: Identify the Business Priority
What is the ONE strategic goal your organization cannot miss? Not a comms goal — a business goal. Everything downstream flows from getting this right.
Examples: Digital transformation, rebuild trust after crisis, market expansion, category leadership, license to operate, talent attraction
If you could own a single story in the market this year, what would it be?
What happens to the business if this priority stalls? What's at stake?
When is this priority measured?
Step 2: Build the Persona Canvas
WHO influences this priority? Not "stakeholders" — a specific person with a title, a mandate, and decisions to make. Be as concrete as possible. Generic personas produce generic intelligence.
e.g., Henrik Larsson, Regional President EMEA
Their #1 job, in one sentence
What are they measured on and report to leadership? List 2–4 specific metrics.
When do decisions get made?
Specific dates or events coming up
What do they read? What do they respect? Where do they get their view of the world?
Top 1–2 risks or anxieties they carry
What evidence format convinces them? Data? Stories? Competitive comparison?
What limits their ability to act? Legal, political, operational, budget, time?
Step 3: Define the Signal
What intelligence would help this persona make better decisions? The distinction between a mention, a metric, and a signal is the difference between reporting and intelligence.
Mention
A single data point. Something happened.
"WSJ covered our earnings."
Metric
Tells you what happened at scale.
"We had 6,247 mentions this week."
Signal ✓
Reveals what's changing — and why it matters.
"Trust language declining 40% in regulatory sources."
What narrative territories does this persona care about? These become your MRS pillar categories. Separate with commas.
What evidence would convince your persona that things are moving in the right direction?
What would you see in the data BEFORE a problem becomes visible to leadership?
Who is shaping the narrative in your space? Which competitor most directly threatens your priority?
The one message that, if it penetrated your persona's trusted sources, would most directly advance the priority
Step 4: Complete the Agile Persona Statement
This is the formula that makes PBI actionable. Every piece of measurement intelligence you deliver should connect to this statement. Write it last — edit it until it's undeniable.
Your Agile Persona Statement
As a
I need
So that I can
Live Preview
Fill in the fields above to generate your statement.
The "So What" Test
Every signal you deliver must answer these three questions. If you can't answer all three, it's data — not intelligence.
1. What's changing?
Be specific. What shift did you detect?
2. Why does it matter?
Connect to business outcomes, not comms metrics.
3. What should we do?
Actionable recommendation — not just observation.
Reality Check — Does your current reporting answer this need?
What's Next: The Complete System
The PBI statement you built is Block A — the foundation. Here's how it connects to the complete intelligence system.
🧠
PBI ✓
WHO needs what intelligence? (You are here)
📊
MRS
HOW do we score and quantify it?
⚡
SIGNAL
HOW do we land it with executives?
🔗
PROOF
What did we influence? ROI?
Persona-Based Insights™ Statement
measuredI/O | DDC Activation Series
Agile Persona Statement
Complete Step 4 to generate your statement.
Business Priority
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Narrative to Own
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Time Horizon
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Persona & Mandate
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KPIs They Own
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Decision Cadence & Windows
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Reputation Pillars
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Proof That Priority Is Advancing
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Early Warning Signals
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Key Message to Land
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The "So What" Test
What's changing?
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Why does it matter?
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What should we do?
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Next Steps — Build the Intelligence System
✓ Done
PBI
→ Next
Media Matrix
→ Then
MRS Scoring
→ Finally
SIGNAL Brief
Built with measuredI/O Persona-Based Insights™ Builder | measuredio.com/book/tools | [email protected]
