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.

1. Persona Development Lesson 1: Methodology DIGITAL LECTURE SERIES

3. Demonstrate the key differences between market segmentation and strategic segmentation

10. I’ll explain the 3V model in a few…

15. 3V

16. 3V

17. Value Customer 3V

18. Value Customer Who to serve? 3V

19. Value Customer 3V Value Proposition

20. Value Customer What to offer? 3V Value Proposition

21. Value Customer 3V Value Proposition Value Network

22. Value Customer How to deliver? 3V Value Proposition Value Network

23. Value Customer 3V Value Proposition Value Network

24. Markets Which segments & geographies? Value Customer Industries Which product service categories? 3V Value Proposition Value Network

25. Markets + Industries = Persona Development

26. Markets + Industries = Marketing Segmentation

27. Persona Development is a form of Marketing Segmentation…

28. Persona Development is a form of Marketing Segmentation… …that sticks.

29. Persona Development

30. Identifier Variables Persona Development Response Variables

31. Consumer Market Identifier Variables Business Market Persona Development Response Variables

32. Demographic Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Response Variables

33. Demographic Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Response Variables Behavioral

34. Demographic Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Benefits Desired Application or Usage Situation Response Variables Behavioral Sensitivity to Marketing Mix Purchasing Behavior

35. Demographic These are the four ways to SEGMENT a MARKET Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Benefits Desired Application or Usage Situation Response Variables Behavioral Sensitivity to Marketing Mix Purchasing Behavior

36. Demographic In the next lesson, we’ll teach you how to go from inputs to outputs Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Benefits Desired Application or Usage Situation Response Variables Behavioral Sensitivity to Marketing Mix Purchasing Behavior

37. In the next lesson, we’ll teach you how to go from inputs to outputs

39. We use Persona Development to define the Value Customer.