Creating Personas for Macmillan Higher Education’s Strategy Development in New York

Stimmt’s strategy team just completed a strategy project for Macmillan
Higher Education (MHE) in New York. We captured actionable behavioral
knowledge about buyers and users of MHE’s offerings. Thus, we provided
MHE with a base to shape future products and services around its
customers’ and users’ needs and build a strategy taking those into

Macmillan Higher Education has become a dynamic force in the North
American educational market by combining the strengths of three highly
successful companies without sacrificing each member’s distinctive individual identity. Each company-Bedford/St. Martins, W.H. Freeman & Company, and Worth Publishers-boasts in its portfolio a number of landmark books, as well as innovative electronic and multimedia products, and each is known throughout the educational publishing world for superior text development and production. Macmillan Higher Education LLC is a division of Macmillan, which is a group of publishing companies in the United States held by Verlagsgruppe Georg von Holtzbrinck, which is based in Stuttgart, Germany.

Project details
Location: Zurich and New York
Duration: August 2012 – September 2012

Stimmt project team
Stefan Leuthold, Anita Eichholzer, Robin Sengupta, Sandro Ruberti