How to use personas (or customer characterizations) as a way to capture needs ?
- This approach reflects on companies who have found success in defining products around user models, which are referred to as personas or customer archetypes.
- An archetype, as characterized in the dictionary, is a “perfect person”
- A created persona may be a good model because it represents a common set of characteristics, motivations, affiliations, or other traits that makes that group unique – like a market segment or a customer segment.
- A persona isn’t a segment, per se, because it is too general, but the creatio of a persona can be complementary to the segmentation models you create.
- Below are basic steps involved in creating a customer profile inventory:
- Creating personas using customer profiles enables you to look at broad groups of customer types as clusters of people who exhibit common traits
- These people may operate of interact i one of more operating environements
- When you see similar characteristics within one cluster of people, you have the basis for the creation of your first persona.
- This can be enhanced using techniques of data analysis.
An understanding of a basic methods of creating personas that are drawn from customer needs or characteristics.
Source: Haines, S. (n.d.). The Product Manager’s Desk Reference.