Table 1.

Data type and content used to inform development of each persona.

Persona	Data source
	Social media	NIS-Teen*	Focus groups	Advisory board
Informed Altruist	Informational resources an important foundation and most prevalent.	Likely to say “yes” to the vaccine. Few safety or effectiveness concerns	Parents want evidence to help them support their decision to vaccinate.	Has a powerful job and is non-confrontational when it comes to vaccine conversations
Real Talker	Myth busting and addressing conspiracy theories and lies.	Confident speaking to parents who are “not likely at all” to vaccinate adolescent and have high safety concerns	In regards to vaccine experiences, parents thought positive experiences should be highlighted and made more memorable.	Young parent who draws from personal experiences
Information Gatherer	Misinformation is prevalent and at times difficult to decipher—addressing distortive tactics.	Need strong provider recommendation and credible, accurate information	Parents want to hear from other parent experiences but also wanted to have data to support these narratives and stories.	Wants to make best choice for family. Afraid of making the wrong decision
Supporter	Personal stories received the most engagement.	More likely to be a father-figure who may not have high HPV vaccine awareness or knowledge	Talking to other parents about the HPV vaccine or vaccines in general is a difficult. Many parents are unsure how/where these interactions take place.	Seen as a mentor and active listener

^*NIS-Teen, National Immunization Survey—Teen.