How to create and use customer personas in Scrunch
Scrunch lets you create customer personas with their own geographic settings, then either auto-generate prompts based on those personas or assign personas to your existing prompts. You can analyze results by persona, funnel stage, and other attributes to see exactly how AI platforms treat your brand across customer segments and journey stages.
Set up personas
Create personas in the Context tab by providing:
- Persona name: A short identifier
- Description: Background, goals, and motivations written as a short narrative
- Country: Required geographic target
- State/Region: Optional refinement
- City: Optional refinement
Each persona carries its own geography, so prompts tied to that persona will use those regional settings. You can assign multiple personas to the same prompt.
Scrunch can also suggest prompts to track based on each persona so you can start monitoring quickly.
Analyze performance by persona and journey stage
Once your personas are in place, Scrunch makes it easy to compare performance:
- Filter by persona to see how different customer types encounter your brand.
- Filter by funnel stage (e.g., advice, awareness, evaluation, comparison) to understand where visibility rises or falls.
- Combine persona and funnel filters to pinpoint gaps and opportunities for specific segments and moments in the journey.
You can also use additional filters to refine your analysis, including branded vs. non‑branded prompts, custom tags, country, prompt topic, AI platform, brand presence in response, competitor presence in response, and citation owner (Citations tab only). Learn more about Scrunch’s filtering options in the FAQ on filtering by persona and funnel stage.
Examples
Airline, budget-conscious travelers: Create a “Budget Traveler” persona and track itinerary, pricing, and deal-seeking prompts. Compare your brand’s visibility for this persona across advice, evaluation, and comparison stages to see where you’re missing.
Global software buyer segments: Create a “German Enterprise Buyer” persona and add German-language prompts (e.g., “Welche ist die beste Projektmanagement-Software?”). Compare how AI platforms respond versus US prompts on the same topic to see different competitors, citations, and brand presence. Scrunch supports prompt tracking in any country and language; see the FAQ on international and multilingual tracking.
Identify competitor prompt gaps at scale
Scrunch collects responses across supported AI platforms and surfaces:
- Competitive presence by percentage over time
- Your brand’s presence in AI responses over time
- Citations (your site, third parties, competitors) by percentage over time
Combine these metrics with persona and funnel filters to:
- See which audiences and stages disproportionately mention competitors
- Spot where your site is or isn’t cited for priority topics
- Track shifts in competitive share over time for specific personas, geographies, and intents