Using Personas for Behavioral Marketing, Part II
by ANNE SPRADLEY, Vice President and Group Account Director
In the last issue of the nSider I wrote about the value of "persona" development, outlining how these composite profiles can help you understand and connect with your audience. (Read the previous article here.) In this issue I explain the tools you can use to develop these personas — profiles of individuals who represent a target. The person described in a persona does not exist but is created through research to typify a group of ideal prospects. At nFusion we use personas to refine targeting and spur creative execution.
The persona development process can be simple and cost-effective. There are a number of techniques listed below that can be used to collect the data needed to develop consumer insights without extensive research and associated fees. However, there is one common theme that is consistent with each technique — interact with consumers.
Techniques for Persona Development
Online surveys. While precluding one-on-one interaction, online surveys are more convenient than telephone calls when your respondents are difficult to reach. They may also produce less biased results than a telephone interview, and they allow for real-time reporting of data.
Telephone surveys. These are great for when an online sample isn't available, and they allow for some ad-lib conversation that may yield unique information.
In-person focus groups. Such sessions give you flexibility in gathering feedback, and you can alter the sessions on the fly to evolve with discussion flow. Improvisational conversation gives you the ability to gather other information provided by non-verbal cues, and the group dynamic can tell you about the decision-making or brand debate processes.
Online focus groups. These groups are ideal for when you have geographical restrictions or need to lower research costs. They're also more convenient for respondents, and they may eliminate some bias inherent in in-person focus groups.
One-on-one interviews (phone or in-person). When you have the time and funding, these are great for gathering in-depth, qualitative information.
Intercepts. Often called "exit interviews," an intercept enables you to capture a person's opinion or experience quickly after an interaction with an organization. Intercepts are immediate and fresh, and as such can yield unique information about a consumer's mindset and perceptions.
Blog or community monitoring. Keeping track of what your target does or says online costs hardly anything, and it helps you observe people without them feeling examined. But be aware that the most vocal people online use that venue because they feel they have something to say — a mindset that can lead to extreme opinions.
Other tools include analyst studies, purchase process studies, customer visits, trade show and customer event participation and secondary research online or from media companies. You can be creative in finding other information sources.
Time and hard cost investments vary in the completion of the tasks I've listed. No matter what your timeline or budget there are many ways to find what you need to develop personas. And once you have completed research and have data, take the time to evaluate it objectively. The point of developing personas is to gain a deep understanding of your target. Compare what you saw to the data and look for insights. You'll want to identify the consumer or target's likes/dislikes, inner needs, values, emotions and attitude towards your product or service. Ideally, you'll end up with a dynamic profile that your organization can use to know your target. The insights you'll derive will translate into creative execution that establishes a lasting emotional connection with your consumer.
