Target Group / Personas

Follow up on theme 21. sem. Fall 2014

ZIBAT

Understand your target group

• Collect data• Learn about the persons behind the

target group46h DK2014E (KO14327312da, KO14327312db, KO14327312dc) > Interaktion > KOmmunikationsopgave

46h DK2014E (KO14327312da, KO14327312db, KO14327312dc) > Interaktion > KOmmunikationsopgave

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…

Why Qualitative analysisQuantitative

Qualitative

• Ideally – 10-15 interviews (6 will do)

• Broad representation of the TG

• Informal conversations with little or no structure

Interview method

Exersise

• Prepare i target group analysis for the two segments in the assignment for next week

• With whom and how many should you talk?

• Which quantitative data should you get and how?

• Which questions will you ask?• What else will you do to learn about your

target group?

Personas

PERSONA Visualisation of

your target group

Jesper 35Young 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 adult. He grew up in the countryside where there was always coffee in the coffee machine. Therefore Jesper associates coffee with several things:He serves coffee when he gets visitors - just as his parents did. He uses coffee to get awake in the morning, and he gets a cup of coffee when he needs a break at work. He also uses coffee as an opportunity for a chat with colleagues.He drinks coffee in different ways: In the morning, when he doesn’t have much time, he drinks instant coffee. In the office, they can get coffee for free made in a coffee machine. When at home and when he has a little more time, he drinks French press coffee, where it is important to use good beans.Jesper is not a big reader. He gets his dayly news through television and online, where he mainly uses 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