Primary & Secondary Personas

An overview of the primary and secondary persona summaries and why they differ from the rest of your report

In-Platform & Persona/Insight Details

When reviewing personas in-platform or within the CLEAR persona details, this data is reflective of the entire contact list. From gender to predicted wealth, each report is representative of the coverage available across the list as a whole. 

Primary Persona

Guidon begins by identifying clusters of people with similar characteristics within your list. Then, it can find the most prevalent cluster across all attributes by comparing across multiple dimensions - this is your primary persona.

Secondary Persona

The most prevalent cluster of attributes is your primary persona; the next most prevalent is your secondary persona.