Climbing the Ladder to Your Ideal Audience - Why Customer Values Matter

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Have you ever wondered where the information comes from that we use to build user personas? If it’s not coming from the consumers themselves, how can we be sure we’re getting it right?

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Climbing the Ladder to Your Ideal Audience - Why Customer Values Matter

  1. 1. Climbing the Ladder to Your Ideal Audience » Why Customer Values Matter
  2. 2. Laddering » Why Customer Values Matter • Exercise • Introduction • Uncovering Your Target Market’s Lifestyle & Motives – Phase one: DO NOT WANT – Phase two: DO WANT • Examples & Closing
  3. 3. Exercise » Think of a medium or large purchase you recently made
  4. 4. Introduction to Laddering » Why should we do it? • To understand – What attributes are important – What the customer loves about your product – The underlying reasons why they would purchase your product over another
  5. 5. Introduction to Laddering » Which of following women can you more effectively cater to? A married woman somewhere between the age of 30 to 45 with a college degree, a $50,000 yearly income, 2.6 kids, living in the Midwest or Southeast and who is a heavy user of your product. A mother of two who is nervous about turning 40 soon, spends 50+ hours a week at the office, is a neat freak who considers cleaning a hobby and spends much of her discretionary income on items for her home
  6. 6. Introduction to Laddering » What is it? • Laddering: a technique by which the core attributes and values that drive product users are identified through a form of in-depth interviews • Prototyping: molding the insights from laddering interviews into distinct and workable descriptions of vivid consumer segments.
  7. 7. Laddering » How Do We Do It? • There are two things about your audience you need to know: – Why they do not buy your product – Why they really do buy your product
  8. 8. Phase one: DO NOT WANT • How do you collect this information? • What kind of things will be discussed? • How many people do I need to talk to? Laddering » How Do We Do It?
  9. 9. • How do you collect this information? • What kind of things will be discussed? • How many people do I need to talk to? Phase two: DO WANT Laddering » How Do We Do It?
  10. 10. • Channel your inner three-year-old and ask “why” over and over, but do it with genuine curiosity and frame it properly. Oh, you like wide-mouthed trashcans? WHY? WHY? WHY? WHY? Phase two: DO WANT Laddering » How Do We Do It?
  11. 11. • Be aware of the flow of conversation. Steer it, but don’t take total control of it. • The basic “do’s and don’ts” of conducting any kind of qualitative research are a given before designing a laddering strategy Phase two: DO WANT Laddering » How Do We Do It?
  12. 12. Accomplishment Accountability Accuracy Adventure All for one & one for all Beauty Calm, quietude, peace Challenge Change Charity Cleanliness, orderliness Collaboration Commitment Communication Community Competence Competition Concern for others Connection Content over form Continuous improvement Cooperation Coordination Creativity Customer satisfaction Decisiveness Determination Delight of being, joy Democracy Discipline Discovery Diversity Dynamism Ease of Use Efficiency Enjoyment Equality Excellence Fairness Faith Faithfulness Family Family feeling Flair Freedom, Liberty Friendship Fun Generosity Gentleness Global view Goodwill Goodness Gratitude Hard work Happiness Harmony Health Honor Human-centered Improvement Independence Individuality Inner peace, calm, quietude Innovation Integrity Intelligence Intensity Justice Kindness Knowledge Leadership Love, Romance Loyalty Maximum utilization (of time, resources) Meaning Merit Money Oneness Openness Other's point of view, inputs Patriotism Peace, Non-violence Perfection Personal Growth Perseverance Pleasure Power Practicality Preservation Privacy Progress Prosperity, Wealth Punctuality Quality of work Regularity Reliability Resourcefulness Respect for others Responsiveness Results-oriented Rule of Law Safety Satisfying others Security Self-givingness Self-reliance Self-thinking Sensitivity Service (to others, society) Simplicity Skill Solving Problems Speed Spirit, Spirituality in life Stability Standardization Status Strength Succeed; A will to- Success, Achievement Systemization Teamwork Timeliness Tolerance Tradition Tranquility Trust Truth Unity Variety Well-being Wisdom

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