persona development for audience engagement
Post on 14-Sep-2014
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DESCRIPTION
A persona is a way of stepping out of your own perspective and cognitive biases to develop a more accurate and empathetic view of your customer or audience. Articulating a persona also exposes places where teams' visions don't align, at the product and even corporate level.TRANSCRIPT
ENGAGEMENT USING PERSONAS THE PSYCHOLOGY OF AUDIENCE ENGAGEMENT
Dr. Pamela Rutledge | [email protected]. Jerri Lynn Hogg | [email protected]
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This course explores audience engagement through the development of personas
What is a persona?Why bother?
Albert Einstein
You can’t solve a problem with the same thinking that created it
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What is a Persona?
A model or a representation GoalsAttitudesBehaviors
Forces you to define the audience
Creates a clear image in the minds of managers, designer & marketers
Goal: Look Through the Buyer’s Eyes
Why Invest in Personas?Focus on real people
to create empathy Build consensus and
commitmentConsistent team
communicationReduce
interpretation
How Do You Use Personas?
Articulate Goals and Improve DecisionsStrategySpendingMetrics
ResultsChallenge misconceptionsStop design debatesImprove marketing messages, programs and
distribution
Is 6 Too Many, Is 2 Enough?Create personas
that represent different needs
Buyers are different than customers
It’s about value, not number
Market Segments Are Not PersonasMarket segment
Demographics: age, income, workPsychographics: hobbies, lifestyle
PersonaGoals, beliefs, interactions, motivations, identityNarrative
Build Persona in LayersWho they are every
day?What they want?How they interact with
you and your competitors?
What facilitates the interaction?
How does (or can) your persona impact your organization?
Involve everyone in the company
Personas are an archetype representative of the psychological
and behavioral profile of a customer, buyer or user base
A persona creates a common vision within an organization to guide
decisions about strategy, content, interaction and design
ENGAGEMENT USING PERSONAS THE PSYCHOLOGY OF AUDIENCE ENGAGEMENT
Dr. Pamela Rutledge | [email protected]. Jerri Lynn Hogg | [email protected]