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Psychology of Engagement through Audience Profiling Using Personas
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Psychology of Engagement through Audience Profiling Using Personas

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Using personas to craft experience: New technology has created a population that is not satisfied unless they can connect, interact, and collaborate. Personas are the starting point in developing a …

Using personas to craft experience: New technology has created a population that is not satisfied unless they can connect, interact, and collaborate. Personas are the starting point in developing a strategy for engaging your audience in ways that lay the foundation to better serve your audience through appropriate channels and messaging, build trust and establish a longer term relationship, focus efforts and expose internal conflicts and more effectively use resources. Panel presentation at APA National Convention, Washington DC 2014 with an overview of the persona development process.

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  • 1. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! CREATINGPERSONAS CRAFTINGEXPERIENCE Dr. Pamela Rutledge Dr. Jerri Lynn Hogg The Psychology of Engagement Through Audience Profiling
  • 2. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! DEFINE ENGAGEMENT RATIONALE FOR PERSONAS 7 STEPS TO PERSONA DEVELOPEMENT 1 2 3
  • 3. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! WHATIS ENGAGEMENT?
  • 4. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
  • 5. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! Engagement = (Your audience + your goal)
  • 6. WHOISYOURAUDIENCE?
  • 7. DEMOGRAPHICS
  • 8. PSYCHOGRAPHICS SOCCER MOM •  Suburban homeowner •  College educated with professional career now devoted to raising family •  Upper middle class •  Activity-laden lifestyle •  Drives minivan •  Watches Ellen •  Posts regularly on Facebook
  • 9. GOINGDEEPER
  • 10. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!10   WHATISA PERSONA? A model, archetype or a representation of your customer –  Goals –  Beliefs and values –  Behaviors
  • 11. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! WHYPERSONAS?Exposes assumptions Forces you to be specific Creates a clear image
  • 12. Your brain is wired to read minds Most people suck at it GOODNEWS BADNEWS
  • 13. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! COGNTIVE DISCONNECTS I’m lazy I use shortcuts I assume others are the same as me I use what I know best -- me
  • 14. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! THEVALUEOFINVESTING INPERSONAS •  Focus on real people to create empathy •  Build consensus and commitment customer design sales Personas build consensus and commitment Develop empathy for customers Customer-centric relationshipUnderstand business challenges
  • 15. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! STEPS TO BUILD & USE A PERSONA 1.  What is your goal? 2.  Creating a hypothesis: The Ad Hoc persona 3.  Where are they? 4.  What is important to know about them? 5.  Testing the hypothesis 6.  Finalizing the persona 7.  Creating a persona-based strategy
  • 16. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 1DEFINEYOURGOAL
  • 17. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 2ADHOCPERSONA
  • 18. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! Persona’s  name   A  tag  line  for  the  persona   •  Who  are  they?   •  What  is  their  background?   •  What  is  their  context?   •  What’s  important  to   them?   •  What  are  their  pain  points   and  frustra=ons?   Key  goals  &  needs   •  Goals   •  Mo=va=ons   •  Drivers   •  Needs   A picture or photo of the persona “A  quote  the  persona   might  say”   CAPTURETHEIRSTORY
  • 19. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 3WHEREARETHEY? WHATARETHEY SAYING?
  • 20. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! LISTENON SOCIAL NETWORKS
  • 21. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! BOARDREADER.COM
  • 22. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! FACEBOOK SEARCH
  • 23. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! SOCIALMENTION.COM
  • 24. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! TWITTERSEARCH
  • 25. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 4WHATDOYOUNEED TOKNOW?
  • 26. If I had asked people what they wanted, they would have said faster horses. FINDINGTHE RIGHT QUESTIONS
  • 27. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! AVOIDBULLSHIT*PERSONAS Look for answers to questions like: •  I am a… •  I want to be a… •  I can do… •  I’m not a… •  I really like to … •  I need to … *Thank you Bolt | Peters
  • 28. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! EXPAND THESEARCH •  Look for the stories •  Define the terms What does a “Better Life” mean? Time with family Financial security Travel the world More career options Social life
  • 29. FOCUSING SEARCH TERMS Aging parents, cognitive impairment, retirement Technology, sandwich generation Boundaries, Fatigue, stress, cognitive testing, home care Problems at home
  • 30. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 5ANALYZINGYOUR DATA
  • 31. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 1.  Start simple 2.  Read and rank blog and micro-blog posts 3.  Rank –  Positive –  Neutral –  Negative 4.  Use an Excel template and chart to start to visualize what is being said BE PRACTICAL
  • 32. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! AFFINITYMAPS
  • 33. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! leximancer DEDOOSE
  • 34. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! LEXIMANCER
  • 35. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! Dude,  do  you   think  Mary  would   really  say  that?  
  • 36. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 6FINALIZINGYOUR PERSONA
  • 37. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! IDENTITY: Balancing perceptions of self as good daughter with good mother and wife Wants to feel competent and knowledgeable for parents Adjusting to changing roles
  • 38. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! 7PERSONA-BASED STRATEGY
  • 39. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! HOWDOYOUUSE PERSONAS? •  Articulate Goals and Improve Decisions –  Strategy –  Spending –  Metrics •  Results –  Challenge misconceptions –  Stop internal debates –  Focus efforts –  Improve marketing messages, programs and distribution –  Better serve your audience
  • 40. Ad Hoc Persona Research & Adjust Persona Share Persona & Integrate feedback Persona- Based Strategy
  • 41. PERSONA PROCESS 1.  You are not your customer 2.  Ad Hoc personas articulate your assumptions 3.  Social media gives you the ability to “listen” and test at low cost 4.  Focus on psychological fundamentals 5.  Use data to adjust your assumptions 6.  Design for your persona 7.  Measure and adapt
  • 42. AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014! CREATINGPERSONAS|CRAFTINGEXPERIENCE THANKYOU Dr. Jerri Lynn Hogg Dr. Pamela Rutledge