It really depends on you. If you’re committing to formal research that will include customer surveys, focus groups, one-on-ones, etc., then you’re likely to spend a few weeks collecting and analyzing data, segmenting your customer base, and mapping your findings to individual buyer personas/ICPs. On the other hand, when formal research isn’t an option, you can usually create good personas/ICPs from personal observations and experiences in just a few hours. The key is to leverage whatever customer knowledge you can get, whether it’s coming from professional researcher or an afternoon white-boarding session with your team.