How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit.

Background: One of the key features of digital marketing is customer centricity, which can be applied to the domain of health. This is expressed through the ability to target specific customer segments with relevant content using appropriate channels and having data to track and understand each interaction. In order to do this, marketers create buyer personas based on a wide spectrum of quantitative and qualitative data.