Persona Development - Lesson 1 (Methodology)

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Lesson 1 of our DIGITAL LECTURE SERIES.

In this lesson, I explain the 3V Methodology and the background information we gather for Persona Development. We've facilitated engagements across multiple industries, company stages, and company sizes and have not encountered one that has not needed to run through this process.

Credit to Professor Nirmalya Kumar of London School of Business for developing the 3V model. I hope we did it justice here.

Run through the lecture and drop your questions and thoughts to comments.

Published in: Business

Persona Development - Lesson 1 (Methodology)

  1. 1. Persona Development<br />Lesson 1: Methodology<br />DIGITAL LECTURE SERIES <br />
  2. 2. Lesson Objective(s)<br /><ul><li>Illustrate the 3V Methodology
  3. 3. Demonstrate the key differences between market segmentation and strategic segmentation
  4. 4. Debunk the myth of persona development and market segmentation</li></li></ul><li>
  5. 5.
  6. 6.
  7. 7.
  8. 8.
  9. 9.
  10. 10. I’ll explain the 3V model in a few…<br />
  11. 11.
  12. 12.
  13. 13.
  14. 14.
  15. 15. 3V<br />
  16. 16. 3V<br />
  17. 17. Value Customer<br />3V<br />
  18. 18. Value Customer<br />Who to serve?<br />3V<br />
  19. 19. Value Customer<br />3V<br />Value Proposition<br />
  20. 20. Value Customer<br />What to offer?<br />3V<br />Value Proposition<br />
  21. 21. Value Customer<br />3V<br />Value Proposition<br />Value Network<br />
  22. 22. Value Customer<br />How to deliver?<br />3V<br />Value Proposition<br />Value Network<br />
  23. 23. Value Customer<br />3V<br />Value Proposition<br />Value Network<br />
  24. 24. Markets<br />Which segments & geographies?<br />Value Customer<br />Industries<br />Which product service categories?<br />3V<br />Value Proposition<br />Value Network<br />
  25. 25. Markets + Industries = Persona Development<br />
  26. 26. Markets + Industries = Marketing Segmentation<br />
  27. 27. Persona Development is a form of Marketing Segmentation…<br />
  28. 28. Persona Development is a form of Marketing Segmentation…<br />…that sticks.<br />
  29. 29. Persona<br />Development<br />
  30. 30. Identifier<br />Variables<br />Persona<br />Development<br />Response<br />Variables<br />
  31. 31. Consumer <br />Market<br />Identifier<br />Variables<br />Business <br />Market<br />Persona<br />Development<br />Response<br />Variables<br />
  32. 32. Demographic<br />Consumer <br />Market<br />Psychographic<br />Identifier<br />Variables<br />Geographic<br />Business <br />Market<br />Market Size<br />Persona<br />Development<br />Response<br />Variables<br />
  33. 33. Demographic<br />Consumer <br />Market<br />Psychographic<br />Identifier<br />Variables<br />Geographic<br />Business <br />Market<br />Market Size<br />Persona<br />Development<br />Response<br />Variables<br />Behavioral<br />
  34. 34. Demographic<br />Consumer <br />Market<br />Psychographic<br />Identifier<br />Variables<br />Geographic<br />Business <br />Market<br />Market Size<br />Persona<br />Development<br />Benefits Desired<br />Application or Usage Situation<br />Response<br />Variables<br />Behavioral<br />Sensitivity to Marketing Mix<br />Purchasing Behavior<br />
  35. 35. Demographic<br />These are the four ways to SEGMENT a MARKET<br />Consumer <br />Market<br />Psychographic<br />Identifier<br />Variables<br />Geographic<br />Business <br />Market<br />Market Size<br />Persona<br />Development<br />Benefits Desired<br />Application or Usage Situation<br />Response<br />Variables<br />Behavioral<br />Sensitivity to Marketing Mix<br />Purchasing Behavior<br />
  36. 36. Demographic<br />In the next lesson, we’ll teach you how to go from inputs to outputs<br />Consumer <br />Market<br />Psychographic<br />Identifier<br />Variables<br />Geographic<br />Business <br />Market<br />Market Size<br />Persona<br />Development<br />Benefits Desired<br />Application or Usage Situation<br />Response<br />Variables<br />Behavioral<br />Sensitivity to Marketing Mix<br />Purchasing Behavior<br />
  37. 37. In the next lesson, we’ll teach you how to go from inputs to outputs<br />
  38. 38. Lesson Recap<br /><ul><li> The 3V Model is a form of strategic segmentation.
  39. 39. We use Persona Development to define the Value Customer.
  40. 40. Persona Development is a form of market segmentation that sticks.</li></li></ul><li>or visit me on Twitter @eboostconsults<br />

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