SHERPA Persona Creation Template
description
Transcript of SHERPA Persona Creation Template
Who are we speaking to?
CREATED BY:
Please answer these simple
questions according to how much
you agree with the statement.
I knew pretty much about these products.
Among my circle of friends, I was one of the “experts” on these products.
Compared to most other people, I knew less about these products.
BEATTY & TALPADE (1994)
BRAND RESEARCH
Product Category Knowledge
When it comes to these products, I really did not know a lot.
I did not feel very knowledgeable about these products.
I had a lot of experiences with these products.
I felt familiar with these products.
I STRONGLY DISAGREE
I DISAGREE
I CAN’T DECIDE
I AGREE
I STRONGLY AGREE
FLYNN & GOLDSMITH (1999)
Please answer these simple
questions according to how much
you agree with the statement.
It is likely that BRAND PRODUCT CATEGORY offer good value for money.
It is likely that BRAND PRODUCT CATEGORY would be technically advanced.
I like BRAND PRODUCT CATEGORY.
AAKER (1994)
BRAND RESEARCH
Brand Association
I trust BRAND as a manufacturer of PRODUCT CATEGORY.
I would feel proud to own a BRAND PRODUCT CATEGORY.
I STRONGLY DISAGREE
I DISAGREE
I CAN’T DECIDE
I AGREE
I STRONGLY AGREE
Please answer these simple
questions according to how much
you agree with the statement.
People ask me for information about prices for different types of products.
I'm considered somewhat of an expert when it comes to knowing the prices of products.
For many kinds of products, 1 would be better able than most people to tell someone where to shop to get the best buy.
FEICK & PRICE (1987)
BRAND RESEARCH
Price Knowledge
I like helping people by providing them with price information about many types of products.
My friends think of me as a good source of price information.
I STRONGLY DISAGREE
I DISAGREE
I CAN’T DECIDE
I AGREE
I STRONGLY AGREE
I enjoy telling people how much they might expect to pay for different kinds of products.
Please answer these simple
questions according to how much
you agree with the statement.
I would be interested in reading information about how the product is
made.
I would be interested in reading the Consumer Reports article about this product category.
I have compared product characteristics among brands of this product.
ZAICHKOWSKY (1985)
BRAND RESEARCH
Product Involvement
I think there are a great deal of differences among brands of this product.
I have a most preferred brand of this product.
I STRONGLY DISAGREE
I DISAGREE
I CAN’T DECIDE
I AGREE
I STRONGLY AGREE
Please answer these simple
questions according to how much
you agree with the statement.
This is exactly the price I would expect to pay.
I deserve to pay this price.
They base the prices on anticipated costs in the computer market.
MAXWELL (2002)
BRAND RESEARCH
Perceived Price Fairness
They provide a choice of PRODUCT CATEGORY prices based on cost of providing different levels of specifications.
They base the prices on lower costs they expect to have after gaining experience in a new technology.
I STRONGLY DISAGREE
I DISAGREE
I CAN’T DECIDE
I AGREE
I STRONGLY AGREE
I really like this BRAND.
This is a really good PRODUCT CATEGORY.
This BRAND is honest.
Please answer these simple
questions according to how much
you agree with the statement.
The likelihood of my purchasing this laptop is...
My willingness to buy the laptop is...
The probability that I would consider buying this laptop is...
BRAND RESEARCH
Perceived Price Fairness
I STRONGLY DISAGREE
I DISAGREE
I CAN’T DECIDE
I AGREE
I STRONGLY AGREE
Please finish the sentence above
Please finish the sentence above
Please finish the sentence above
MAXWELL (2002)
Underline those words which describe you best
Reserved, uncommunicative,
cool, cautious, guarded,
seems difficult to get to
know, demanding of self,
disciplined attitudes, formal
speech, rational decision
making, strict, impersonal,
businesslike, disciplined
about time, uses facts,
formal dress, measured
actions.
Take charge attitude,
directive, tends to use
power, fast actions, risk
taker, competitive,
aggressive, strong opinions,
excitable, takes social
initiative, makes statements,
loud voice, quick pace,
expressive voice, firm
handshake, clear idea of
needs, initiator.
Communicative, open,
warm, approachable,
friendly, fluid attitudes,
informal speech,
undisciplined about time,
easy going with self,
impulsive, informal dress,
dramatic opinions, uses
opinions, permissive,
emotional decision making,
seems easy to get to know,
personal.
Slow pace, flat voice, soft
spoken, helper, unclear
about what is needed,
moderate opinions, calm,
asks questions, tends to
avoid use of power,
indifferent handshake,
deliberate actions, lets others
take social initiative, risk
avoider, quiet, go along
attitude, supportive,
cooperative.
GROUP A GROUP B GROUP C GROUP D
6 3 2 5
ANALYTICAL
Compare your total scores
A is bigger than C by 4 points.
A
C
B D
D is bigger than B by 2 points.
Now put your results on the grid below.
DRIVER
AMIABLE EXPRESSIVE
Mark an X where lines extending from your two points
meet.
STEP 1
STEP 2
NAME
John Scagliotti
PERSONA TYPE
Social Ninja
AGE & LOCATION
24, Newark, NY
TECHNICAL COMFORT
High
JOB TITLE
Student
HOUSEHOLD INCOME
10K US Dollars
Student living with a flat mate. Enjoys following trends and trying new things. Wants to graduate as soon as possible.
- Graduating - Managing school and freelance work together
- Having a white collar job - Living on her own
- Being independent - Living in a nice house
MARITAL STATUS
Single
CHILDREN
None
URBANICITY
Urban
1 2 5 COMPUTER USAGE
MAC PC OTHER OPERATING SYSTEM
1 2 5 MOBILE USAGE
1 2 5 SOCIALLY ACTIVE
1 2 5 ONLINE SHOPPER
1 2 5 CONNECTED DEVICE USAGE
ANALYTICAL
AMIABLE
DRIVER
EXPRESSIVE
BACKGROUND STORY
DIGITAL COMMUNICATION BACKGROUND SOCIAL STYLE GOALS
CHALLENGES
- Doing house work - Lack of enough sleep - Not enough time for her friends or
social activities - Classes are hard
- Not enough income
PERSONA TYPE
Social Ninja
APPROACH
AWARENESS
1 2 5 PRODUCT AWARENESS
1 2 5 PRICE AWARENESS
1 2 5 BRAND AWARENESS
Social Ninjas will be considered as the lead distributors of our messages with a virally engaging attitude.