Primary & Secondary Personas

An overview of the primary and secondary persona summaries, and why they likely 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

Within your list, we begin by identifying clusters people with similar characteristics. By comparing across multiple dimensions, we are able to the find the most prevalent cluster across all attributes - this is your primary persona.

Secondary Persona

Just as the most prevalent cluster of attributes is your primary persona, the next most prevalent is defined as your secondary persona