The document analyzes target audiences for an energy and transportation solutions company. It identifies key roles in the business units and describes their responsibilities and relationships. Profiles are developed for four personas: a young up-and-coming specifier; an older contractor with low internet usage; a homeowner seeking DIY support; and a supplier aiming to improve customer support. The profiles capture characteristics like demographics, product knowledge, goals, and traits to understand their information needs.

1. User Profiling –
Energy & Transportation Solutions
Target Audience Analysis & Archetypes
Prepared by Marco Gervasio

2. TARGET AUDIENCES
Business Units
2

3. TARGET AUDIENCES – BU
ABC Inc. provided a discovery deck which listed all of the key
actors in their domain. We wanted to take a closer look at how they
relate to one another and determine who the main targets are.
Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder
Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIY
The first step in understanding the social dynamics is to define
responsibilities and tasks.
3

4. TARGET AUDIENCES – BU
Role Description
Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder
Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIY
Responsibilities
Generate sales by interesting buyers or purchasing agents in the company’s
merchandise and services.
Tasks
Seek prospects, present product attributes and demonstrate ROI, provide
support to existing customers.
4

5. TARGET AUDIENCES – BU
Role Description
Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder
Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIY
Responsibilities
Oversees the transportation of goods from production locations to points of
sale or purchasing agents.
Tasks
Goods reception and inventory, shipping arrangements (routes, transportation
vehicle, timing, monitor). Develop and maintain relationships with retailers,
specifiers and contractors. Market watch (ensures the right products reach
the right markets at the right time). Provide technical support (when offered).
5

6. TARGET AUDIENCES – BU
Role Description
Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder
Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIY
Responsibilities
Oversees the transportation of replacement and maintenance parts from
production locations to points of sale or purchasing agents.
Tasks
Goods reception and inventory. Develop and maintain relationships with
retailers, contractors, and maintenance managers. Provide technical support.
6

7. TARGET AUDIENCES – BU
Role Description
Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder
Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIY
Responsibilities
Maintain exceptional customer service and generate sales.
Tasks
Offer customer assistance during purchasing (greet, inform, guide,
recommend), maintain excellent product knowledge and awareness of
promotions and advertizing initiatives. Merchandise stock monitoring and
replenishing.
7

8. TARGET AUDIENCES – BU
Role Description
Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder
Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIY
Responsibilities
Build (and finance) quality homes that meet customer expectations and
provide lasting value.
Tasks
Design houses and produce specification documentation, evaluate and plan
building activities, purchase construction material, promote housing project
and generate unit sales.
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9. TARGET AUDIENCES – BU
Role Description
Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder
Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIY
Responsibilities
Design all mechanical engineering aspects of commercial, industrial, or
institutional projects (ventilation, heating, air conditioning, and more).
Tasks
Needs assessment with client, specifications documentation, product
selection, industry rules and regulations compliance verification, quality
control.
9

10. TARGET AUDIENCES – BU
Role Description
Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder
Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIY
Responsibilities
Carry out heating, ventilation and air conditioning jobs for residential or
commercial projects
Tasks
Work evaluation and planning, product selection (recommendation) and
purchasing (when applicable). System repair, installation or maintenance.
10

11. TARGET AUDIENCES – BU
Role Description
Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder
Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIY
Responsibilities
Oversees all mechanical engineering aspects of facility maintenance or
renovation projects as well as operations.
Tasks
Needs assessment, project evaluation and planning, specifier or contractor
selection and supervision (as well as internal crew), product research and
recommendation (electrical, ventilation, fire protection, heating, etc.).
Note: some facility managers may perform the work themselves and take on a contractor role
11

12. TARGET AUDIENCES – BU
Role Description
Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder
Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIY
Responsibilities
Identify necessity of product or system replacement, installation, or repair.
Tasks
Understand and define situation of need, find professional help (contractor),
schedule work, research product options.
12

13. TARGET AUDIENCES – BU
Role Description
Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder
Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIY
Responsibilities
Identify necessity of product or system replacement, installation, or repair.
Tasks
Understand and define situation of need, research product options, execute
repair or installation, find professional support for complex jobs.
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14. TARGET AUDIENCES – BU
Relationships Map
Action towards product Key Actors and Associations
Offer Sales Agent
Provide Distributor Part Supplier (MRO) Retail Associate
Recommend Home Builder Specifier Contractor
Request Facility Manager Homeowner – Hires Homeowner – DIY
This map shows the different actors listed by ABC Inc. during the discovery period and their connections. These were sorted by primary
action towards the product which somewhat reflects the sales process.
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15. TARGET AUDIENCES – BU
Primary Sales Process 1 – Residential
Action towards product Key Actors and Associations
Offer Sales Agent
Provide Distributor Part Supplier (MRO) Retail Associate
Recommend Home Builder Specifier Contractor
Request Facility Manager Homeowner – Hires Homeowner – DIY
15

16. TARGET AUDIENCES – BU
Primary Sales Process 2 – Industrial
Action towards product Key Actors and Associations
Offer Sales Agent
Provide Distributor Part Supplier (MRO) Retail Associate
Recommend Home Builder Specifier Contractor
Request Facility Manager Homeowner – Hires Homeowner – DIY
16

17. TARGET AUDIENCES – BU
Product Information Seekers Primary Secondary Tertiary
Action towards product Key Actors and Associations
Offer Sales Agent
Provide Distributor Part Supplier (MRO) Retail Associate
Recommend Home Builder Specifier Contractor
Request Facility Manager Homeowner – Hires Homeowner – DIY
Information seeking level is defined by 2 key factors: those who need information to install or select a product and those who provide
support. The actors that rely on others to make the selection are positioned lower in the scale. Big box employee not yet seen as main
target.
17

18. TARGET AUDIENCES – BU
Product Support Seekers Primary Secondary Tertiary
Action towards product Key Actors and Associations
Offer Sales Agent
Provide Distributor Part Supplier (MRO) Retail Associate
Recommend Home Builder Specifier Contractor
Request Facility Manager Homeowner – Hires Homeowner – DIY
Support level is influenced by 2 key factors: those who install the products and those who use it. More importance is given to the ones that
manipulate the products versus those who simply use it (but may need maintenance support in the future)
18

19. TARGET AUDIENCES – BU
Based on the on the needs specified in the previous slides, the
people most likely to go online to find product information or require
support are:
Specifier Contractor Homeowner – DIY Distributor
Homeowner – Hires Part Supplier (MRO)
For the home owner, we think that certain traits are applicable to
both the DIY and the one who simply hires a contractor.
Similarities can also be found between the supplier and the
distributor who both provide products and support to contractors
Our suggestion is to merge each pair into a single profile.
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20. TARGET AUDIENCES – BU
For the others, the assumptions are:
A facility manager is more likely to rely on the specifier or contractor
to choose products when the project is complex (some FM may
perform some the work themselves, taking on a contractor role and
selecting the products themselves)
The retail associate needs to provide product information but is less
likely to go online during work hours and may rely documentation
provided with the product.
The home builder is seen a group of people that included buyers and
specifiers. We think that the behaviors will be represented by the other
profiles.
20

21. TARGET AUDIENCES – BU
ABC Inc. had already identified in the discovery deck the same key
targets. The profiles already built and the one not completed
(specifier) correspond to an identical segmentation.
In the future we may decide to add archetypes as the digital
program and platform evolve.
Discovery Deck Breakdown
The Specifier The Purchaser The Owner The Supplier
Target Audiences Analysis Conclusion
Specifier Contractor Homeowner Distributor
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22. TARGET AUDIENCES – BU
Relationship Characteristics – Key Connections
Distributor Contractor
Contractor Homeowner
Specifier Contractor
Sales Agent Specifier
These relationships were identified as the most important ones in terms of product
information seeking or providing, technical support, and purchasing.
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23. TARGET AUDIENCES – BU
Relationship Characteristics
Distributor Contractor
Product Selection
• The distributor can offer the same type of product in multiple brands to the contractor.
• The contractor is dependent on the distributor’s product availability to make a selection.
Expectations & Behaviors
• The distributor wants to please the contractor so he becomes a repeat customer.
• The distributor wants to provide as much support as possible to remain the primary contact in the sales process
• The contractor wants to maintain the relationship with the distributor to obtain better prices and personalized support
• The contractor expects his distributor to facilitate his job by providing fast service and product knowledge
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24. TARGET AUDIENCES – BU
Relationship Characteristics
Contractor Homeowner
Product Selection
• The homeowner is not always knowledgeable and is often dependent on the contractor’s recommendation
• The homeowner is sometimes in an emergency situation (equipment failure) which does not provide enough time to research products.
This pressures him/her to trust the contractor to make the right decision.
• The educated homeowner may influence the product selection but is still dependent on the contractor’s access to product (distributor’s
inventory). Some contractors will attempt at respecting the homeowner’s choice.
• The DYI homeowner will sometimes purchase the product and have the contractor install it, but contractors prefer choosing the
products themselves.
• The educated homeowner may select a contractor based on his experience with a specific product brand (selection via manufacturer’s
contractor directory)
• The contractor will try to respects the homeowner’s product selection but may have to propose an alternate option due to time
constraints (for special orders) or access to the right distributor.
Expectations & Behaviors
• The homeowner hopes the contractor will provide a fair estimate and perform a high quality job.
• The homeowner can lack trust towards a new contractor if he was not referred by friends or rated by an association
• The contractor wants the customer’s confidence and repeat business but some give more importance to cost saving rather than
perceived reliability
24

25. TARGET AUDIENCES – BU
Relationship Characteristics
Specifier Contractor
Product Selection
• The specifier will search products and make specific recommendations to the contractor
• The contractor will usually attempt at respecting the specifier’s product choice but may not be able to get them due to his distribution
connections or low inventory
Expectations & Behaviors
• The specifier is performance-sensitive and wants the contractor to respect his specifications or product attributes in the case when the
suggested product cannot be obtained
• The contractor is more cost-sensitive and wants the specifier to provide some freedom in the product selection process so he can
benefit of better rates at his preferred distributors
25

26. TARGET AUDIENCES – BU
Relationship Characteristics
Sales Agent Specifier
Product Selection
• The specifier will often rely on familiar brands to choose product but is open to fresh ideas proposed by manufacturers
• The sales agent will reach out to prospective specifiers to propose his products and services
Expectations & Behaviors
• The specifier relies on manufacturers to provide accurate product information and keep them aware of updates
• The sales agent wants his products to be top-of-mind when the specifier is producing specifications for a project
26

27. TARGET AUDIENCES – BU
Profile Skeletons
Before developing user profiles or personas, we need to determine
certain characteristics that influence information seeking behavior
and the set of needs.
27

28. TARGET AUDIENCES – BU
Profile Skeletons – Basics
A few basic characteristics can help define level of knowledge and
information seeking behavior :
Age: determines domain experience level and possible attitude
towards technology, culture, work habits, etc.
Brand proximity: defines familiarity and appreciation of the brand, it’s
products and services.
Internet usage: from spectator to content generator, route to website
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29. TARGET AUDIENCES – BU
Profile Skeletons – Context
Understanding the conditions in which the customer evolves, what
triggers product, information, or support seeking:
Situation of need: identifies the main project or activity, defines the
state that requires change, the reasons why the customer must find
answers
Challenges/constraints: significant problems or restrictions the
consumer faces
29

30. TARGET AUDIENCES – BU
Profile Skeletons – Objectives & Requirements
Once the context is defined we have to understand what the user is
trying to achieve and the tools required to get there:
Goals: the customer’s practical and mental aims
Needs: the customer’s requirements to help him/her attain his/her
objectives (which helps us identify informational, functional and
emotional components that will fill the void)
Expectations: what the customer anticipates or imagines is true
about the brand and the website
30

31. TARGET AUDIENCES – BU
Profile Skeletons – Traits
Customers have preferences and habits. Although stereotypical,
some can be attributed to our key actors and reflect expected
behaviors:
Aptitudes: helpful, dedicated, curious, open minded, time-conscious,
perfectionist, leader, etc.
Customer type: impulsive, investigative, opportunist, community
seeking, status seeking, brand loyal, etc.
31

32. TARGET AUDIENCES – BU
Selected Profiles
Michael Jimmy Alberto Tom
THE SPECIFIER THE CONTRACTOR THE HOMEOWNER THE SUPPLIER
Up-and-coming Old school Moderate DIY Your best industry reference
Knows of the brand Has used product before Never heard of brand Knows products
Web savvy Low Internet usage Moderate internet usage Moderate internet usage
Needs to be convinced of Wants to reassure his clients more Needs to be convinced of Wants to improve even more his
performance and reliability, and the effectively and find ways to improve cost/benefit of products and is support to customers
brand’s commitment to innovation planning and installation seeking various forms of support
32

33. TARGET AUDIENCES – BU
Selected Profiles – Overview
Michael Jimmy Alberto Tom
THE SPECIFIER THE CONTRACTOR THE HOMEOWNER THE SUPPLIER
We decided to make the specifier younger to reflect a
generation already dependent of the Internet for many
aspects of their lives.
We though we would also make him less brand aware to
help us represent the earlier phases of a purchasing cycle.
Up-and-coming Old school Moderate DIY Your best industry reference
Knows of the brand Has used product before Never heard of brand Knows products
Web savvy Low Internet usage Moderate internet usage Moderate internet usage
Needs to be convinced of Wants to reassure his clients more Needs to be convinced of Wants to improve even more his
performance and reliability, and the effectively and find ways to improve cost/benefit of products and is support to customers
brand’s commitment to innovation planning and installation seeking various forms of support
33

34. TARGET AUDIENCES – BU
Selected Profiles – Overview
Michael Jimmy Alberto Tom
THE SPECIFIER THE CONTRACTOR THE HOMEOWNER THE SUPPLIER
We definitely see the contractor
somewhat older, less Internet savvy, but
knowledgeable of the products due to
years of experience.
Today’s consumers are more informed,
so we think his need is to improve his
whole approach with client relationship
and his work planning
Up-and-coming Old school Moderate DIY Your best industry reference
Knows of the brand Has used product before Never heard of brand Knows products
Web savvy Low Internet usage Moderate internet usage Moderate internet usage
Needs to be convinced of Wants to reassure his clients more Needs to be convinced of Wants to improve even more his
performance and reliability, and the effectively and find ways to improve cost/benefit of products and is support to customers
brand’s commitment to innovation planning and installation seeking various forms of support
34

35. TARGET AUDIENCES – BU
Selected Profiles – Overview
Michael Jimmy Alberto Tom
THE SPECIFIER THE CONTRACTOR THE HOMEOWNER THE SUPPLIER
The homeowner will be totally new to the
brand. His Internet habits are moderate, so
used for basic work or personal tasks.
We want to present him as a modest DIY
who may change a simple ventilation
component but will require professional
help for major electrical work.
Up-and-coming Old school Moderate DIY Your best industry reference
Knows of the brand Has used product before Never heard of brand Knows products
Web savvy Low Internet usage Moderate internet usage Moderate internet usage
Needs to be convinced of Wants to reassure his clients more Needs to be convinced of Wants to improve even more his
performance and reliability, and the effectively and find ways to improve cost/benefit of products and is support to customers
brand’s commitment to innovation planning and installation seeking various forms of support
35

36. TARGET AUDIENCES – BU
Selected Profiles – Overview
Michael Jimmy Alberto Tom
THE SPECIFIER THE CONTRACTOR THE HOMEOWNER THE SUPPLIER
The supplier already has a good relationship with the brand and is
passionate about his work. He understands the importance of
providing support to his customers in order to maintain the
relationship.
His goals to finds ways to give that extra service that makes the
difference.
Up-and-coming Old school Moderate DIY Your best industry reference
Knows of the brand Has used product before Never heard of brand Knows products
Web savvy Low Internet usage Moderate internet usage Moderate internet usage
Needs to be convinced of Wants to reassure his clients more Needs to be convinced of Wants to improve even more his
performance and reliability, and the effectively and find ways to improve cost/benefit of products and is support to customers
brand’s commitment to innovation planning and installation seeking various forms of support
36

37. 1/3
Michael Michael and his team recently started working on a new Behavioral Characteristics
THE SPECIFIER boutique hotel development in the midtown area. They were
Always making sure the project timeline
hired to design all air related systems as well as the heating
is respected. He’s a bit obsessed with it.
features. At the end of each day he regroups with
His firm has never worked on high-end hotel projects before his team to status on progression.
but the team his very excited about this new challenge and He will typically choose products based
wants to make it right. on familiarity when time is a constraint but
he definitely likes trying new things, if
The team is currently studying the larger suites which will there is proof of quality/performance.
offer spacious bathrooms with spa-like amenities.
Passionate about his work. A true
perfectionist. Michael expects just as
much from his team.
Responsibilities
Recently promoted to studio director, Michael oversees design decision Relationship with Other
and product selection, ensures that the specifications comply to industry
Actors
regulations, and maintains contact with the client for needs assessments
and approvals. Manufacturer: a couple of Michael’s
Age: 35 favorite vendors provide him with product
Occupation: Mechanical engineer updates on a regular basis. He really
Goals appreciates this professional connection
Location: Atlanta, GA
Michael wants to make sure the ideal ventilation and heating components has it helps him do his job better.
Education: College degree
will be selected to bring the suites to the level of comfort they require.
Contractors: Michael likes to make
Because of the higher end nature of this project, Michael wants to spend specific product recommendations but
a more time researching products. He hopes to quickly find references knows that his contractor, who purchases
that will guide him towards the right product selection. He knows that one the items, doesn’t always have immediate
“I need quick of his best ally for this investigation will be the internet. access to all products. Michael is
answers. I don’t Michael also wants to reassure his client that only high performance and comfortable considering other brands as
long as they respects the key
have a lot of time cost-effective products will be selected.
specifications and the level of quality he
and need to make wants.
sure I find the right
products fast.”

38. 2/3
Michael Needs Internet Usage
THE SPECIFIER
Michael needs reassurance. He wants to feel like Marley and Weil-
McLain are brands that can be trusted. He wants to be excited by what
they have to offer. He wants to quickly see what’s unique about them. He Michael goes online several times a day to
wants to feel like they are current and dynamic enterprises. communicate with clients, suppliers, and
coworkers. He loves to spend his Sunday
How the site can convey:
mornings on the Web just to see what’s
- Demonstrate long time presence in industry, leadership, and happening in the industry and to discover
innovative qualities though inspirational pieces new “gadgets”. Michael is also subscribed
- Proven product performance and reliability to a few industry newsletters like the one
from the A.S.H.R.A.E.
- Promise of just-in-time support with no sales pressure
On a personal level, Michael uses the
- Up-to-date information and a modern image
Internet for a variety of tasks such as
paying bill, buying music, and booking
Michael wants to explore the different products needed for his project. trips.
He hopes to quickly determine if they are right for him, if they will perform
just as well, if not better, than other brands he knows. Brand Connection
How the site can help:
Expectations – - Offer a product selector by type of project. The result should
Michael as heard of Marley and Weil-
present specific product recommendations, optional items (from
Vendor Website McLain but never used their products. One
other SPX brands), and ROI (cost versus benefits, for his client).
of the engineers in his team mentioned
• Simple, clean, intuitive - Product catalog with filtering tools, some personalization features some really great products that could be
• Less marketing, more useful like a wish list and a product comparator considered for this project like floor heating
- Product descriptions that include everything: specifications, systems for the luxury bathrooms.
• Must speak to specifiers
advantages, applicable regulation codes, sizing tool, available CAD Michael will certainly investigate further
• Consolidated product information
and 3D renderings. Download or print in one click. what these brands have to offer and
• Diagnostics features compare them with other products he is
General expectations: - Access to cases studies and convincing fact sheets for his client
• Full access to information, no need and team more familiar with.
- to register or contact a rep
Easy navigation
- Information should be clear and up-to-
date
- Not forced to talk a rep for complete
information but wants contact options