Target Group / Personas - 46h-wiki

Target Group / Personas
Follow up on theme 2
1. sem. Fall 2014
ZIBAT
Understand your target group
• Collect data
• Learn about the persons behind the
target group
TG interview - subjects
• Relation to the sender/product
• Goals and behavior
– What does the tg need, triggers for use,
typical usage, media, platforms,
funktions/content whishes …
• Attitude and motivation
• Possibilities
• Taste…
Interview method
• Ideally – 10-15
interviews (6 will do)
• Broad
representation of
the TG
• Informal
conversations with
little or no structure
Coffee questions could be
• What is your relation to coffee – incl.
Personal experience
• What are typical coffee situations for
you?
• When in the supermarket: What
influences your buying behavior?
• Media consumption
• Technology usage…
Why Qualitative analysis
Quantitative
Qualitative
Personas
PERSONA
Visualisation of
your target group
Jesper 35
Young and successful...
Head of painting and decorators company, mainly working in the office
Jesper has been drinking coffee since he was 14, where it was associated with being an ad
He grew up in the countryside where there was always coffee in the coffee machine. There
associates coffee with several things:
He serves coffee when he gets visitors - just as his parents did. He uses coffee to get awake
morning, and he gets a cup of coffee when he needs a break at work. He also uses coffee a
opportunity for a chat with colleagues.
He drinks coffee in different ways: In the morning, when he doesn’t have much time, he dr
instant coffee. In the office, they can get coffee for free made in a coffee machine. When a
and when he has a little more time, he drinks French press coffee, where it is important to
beans.
Jesper is not a big reader. He gets his dayly news through television and online, where he m
eb.dk to keep up to date.
Exercise
• Create a persona based on the following information:
– Product: digital camera – miniformat
– Target group:
People who just want a camera in addition to their smart phone
No big Photography experience
Share photos on the internet – i.e. Facebook and Instagram
Live in a flat in bigger city
Are spending 25% of monthly salary on shopping (non food)
Use gadgets to support their image
Income below average
Occupation: Students and uneducated workers and retired
Gender: all
Media consumption: 1,5 h/day on internet, 1h/day television, reading
newspapers occasionally
• Family: all kinds
• Interests: nothing special
• Research before buying a gadget: intense on the internet
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Assignment
• Prepare a target group analysis for the
two target groups in the theme
project.