Traditional demographic-based personas simplify customers’ complex needs and rely on assumptions. In contrast, JTBD (Jobs To Be Done) focuses on understanding the real tasks or goals customers are trying to accomplish — what they “hire” a product or service to do.
Persona View combines this JTBD approach with search data, grouping actual purposes and concerns revealed through consumer behavior. This helps you design intent-driven marketing strategies grounded in real motivations rather than assumptions.
Persona View can be accessed by clicking Persona View within Path Finder. It groups search intents that appear around the queried keyword. You can identify the search intents of user groups with similar motivations.
Since Persona View is generated based on keywords from Path Finder, it is recommended to adjust the Zoom in Path Finder to include as many keywords as possible before viewing Persona View. Keywords with the same purpose are displayed in the same color and form a cluster.
Increasing the resolution divides clusters into more detailed groups. For example, when the resolution is set to medium, 200 keywords may be divided into 10 clusters, but when set to the highest resolution, the same 200 keywords are divided into 20 clusters, allowing for finer classification.
Cluster names labeled with letters (A, B, C, etc.) change into descriptive terms such as “Setting Weight Loss Goals” or “Diet Meal Plan.” GPT automatically generates these cluster names based on common language among the keywords within each cluster, enabling a more intuitive understanding of the cluster.
When you click on a cluster, you can zoom in to view it in detail. You can check the actual keywords that customers are searching for —verify whether the keywords used by your brand match what customers are searching, and identify whether there are any long-tail keywords you may have missed..
Search Intent
Search User Characteristics (KR data only)
SERP Feature