by Grant Griglak |June, 2023
What is Persona?
Persona launched in 2017 as Penguin Random House’s first proprietary market segmentation project. It was our largest market research study of readers in the United States and a major milestone in our company’s journey toward being the most consumer-centric book publisher. The research was rolled out to the entire company, providing foundational insights on U.S. readers while also focusing on understanding and segmenting adult and teen readers, and gaining a better understanding of parents of younger readers.
