Customer Persona Research Report

Added Jul 2026 3 design docs

Ask a small Indian D2C founder who their customer is and the answer usually arrives as a phrase rather than a person: health-conscious millennials, aspirational tier-two families, gym-going professionals. Phrases like these cannot be argued with, tested, or designed for, so packaging, pricing, and captions end up guessing. Meanwhile the actual buyers are sitting in order histories and DM conversations with clear, repeatable reasons for buying that nobody has written down.

The intern replaces the phrase with evidence for Millet Mornings, a fictional Pune breakfast brand selling ragi dosa mix, jowar flakes, and millet muesli. The work runs a 12-question survey in google-forms to at least 60 respondents across two cities, eight recorded-with-consent interviews of 15 to 20 minutes, a shelf and price audit of six competing brands, and then codes the open-ended answers in excel to produce four evidence-backed personas as canva cards, a five-stage journey map, a weighted segmentation matrix, and a research report that ends in six ranked recommendations the founders can act on next month.

Completing the project builds the research muscle that brand, insights, and product-marketing roles hire for: writing questions that do not lead the respondent, coding messy free-text answers into themes, quoting sample sizes honestly, and turning findings into decisions instead of adjectives. The intern finishes with a report, a dataset, and a persona set that demonstrate they can tell an employer who the customer is and prove it.

Related projects

Festival Season Ad Campaign Plan

For most independent retailers in India the year is not twelve months long, it is eight weeks long. Between Ganesh Chaturthi and Bhai Dooj a décor shop, a sweet shop, or a saree store can earn more than half its annual revenue, which is exactly why festival advertising money gets spent in a panic: a hoarding because a neighbour booked one, a newspaper insert because the agent called, boosted posts because someone said Reels work. The season ends, the stock clears or it does not, and nobody can say which rupee did the work. The intern plans that season properly for Roshni Living, a fictional two-outlet home décor and gifting store in Nagpur with a fixed festival budget of ₹2,00,000. The work begins with a study of twelve real festival campaigns and a walk-through of four competing stores, then builds one campaign idea into three creative territories, nine finished ad assets in canva sized for feed, vertical, and A5 print, a media plan in excel where every channel line carries a unit cost and an expected reach, a three-tier offer architecture with margin maths, and a 45-day calendar that puts spend behind six named festival moments. A pitch deck ties it together the way an agency would present it to a client. Completing the project teaches the intern the part of marketing that interviews actually probe: how a budget becomes a set of defensible decisions. Building a spend model, quoting real print rates, deriving a return-on-ad-spend target from footfall and average bill rather than optimism, and designing coupon codes so results can be traced back to channels are the skills that separate a brand executive from someone who only makes posters.

marketingcanvaexcelgoogle-forms+1

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BusinessEasy

Household Budget and Consumption Basket Study

Economics students meet Engel's law as a sentence in a textbook: as household income rises, the share of spending that goes on food falls. It is one of the oldest empirical regularities in the discipline, and it can be tested in a single neighbourhood in a single month with nothing more than a notebook and ten willing families. Yet most households in India have never seen their own spending written down by category, which is why a family earning a decent monthly income can still be surprised at the end of every month, and why the phrase household budget usually means a vague intention rather than a document. The intern runs a seven-day expenditure diary study across ten consenting households of deliberately different income levels. A short intake questionnaire in google-forms captures household size, earners and monthly income band, each family logs every rupee spent for a week on a printed diary sheet, and roughly 700 line items are categorised and analysed in excel to produce expenditure shares, food shares, an Engel scatter and per-capita comparisons. The findings become a 16-18 page report written in google-docs with a one-page profile for each household, a reusable budget planner workbook other families can actually download and use, and an explainer poster designed in canva. Completing the project takes the intern through household survey design, consent and privacy handling for financially sensitive data, expenditure classification into consistent categories, share and per-capita normalisation, and the interpretation of a real empirical law against a small and messy sample. This is the exact skill set behind consumer research, market sizing and development economics fieldwork, and the public repository leaves the intern with an original micro-dataset and a genuinely useful tool to point recruiters at.

economicscanvaexcelgoogle-docs+1

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BusinessEasy

Brand Identity Refresh Proposal

Suraj Sweets has sold mithai from the same corner of Johari Bazaar in Jaipur since 1987, and it shows. Three different versions of the logo appear on the signboard, the sweet boxes, and the delivery-app thumbnail. The boxes are printed in whatever colours the local press had in stock that month. The shop is trusted and busy during Diwali, and almost invisible the rest of the year to anyone under thirty, because the gifting customers it used to own have quietly moved to newer dessert brands with tighter, more photogenic identities. The intern builds a complete brand identity refresh proposal for this shop and argues for it the way a consultant would. The work begins with a scored audit of fourteen customer-facing touchpoints and a perception survey of sixty respondents run through google-forms, then moves into a competitor identity matrix, a written positioning statement, three logo directions designed in canva with one taken to final, a full colour and typography system, eight applied mockups shown as a before-and-after board, and a client-facing pitch deck built in powerpoint that ends with a ninety-day rollout plan and a print budget. Completing the project teaches the intern the part of branding that recruiters actually test for, which is not whether you can draw a nice logo but whether you can defend one. Diagnosis before design, evidence before opinion, and a rollout plan that respects a family business's budget and sentiment are the habits that separate a brand strategist from a template user, and the finished proposal is a portfolio artefact that demonstrates all three.

marketingcanvagoogle-formspowerpoint

PRD · HLD · LLD includedView