Digital Contents Design For Chinese Farmers

Personas Building and Digital Contents Design for Chinese Farmers May 2008 Farm Walker Group Zhejiang University

Main Topic ,[object Object],[object Object],[object Object],[object Object],When SK meets 800,000,000 Chinese farmers… FARMERS

Outline Background Analysis Persona building Digital Contents Design Strategy PEST analysis Why farmers Qualitative research Persona Hypothesis Quantitative research Guided interview Immersion observation Card sorting Factor Analysis Questionnaire Persona hypothesis Persona hypothesis verified Common Goal Definition Persona building Design concepts Case show Cluster Analysis Step1: City Step 2: Suburb Step 3: Contryside Ⅰ ,[object Object],Ⅳ Ⅴ Ⅲ

Why “Persona” Methodology Persona Method ,[object Object],[object Object],[object Object],[object Object],Quantitative (authentication) Workbook analysis Immersion observe Guided interview Qualitative (Understand) Questionnaire Customer Support Data analysis Card Sorting 1 Why persona? The digital content service market in China is still at the initial stage. Few farmers are familiar about it. The traditional marketing survey can not understand or predict farmers’ need in this area. 2 What’s persona? a model of the target customers. Persona design is a powerful methodology using social research method. It allow SK to make swift decisions and to improve product quality. 3 Quantitative verification Besides, we use data research method, like factor analysis and cluster analysis. With the support of these quantity research method, we successfully build our farmer personas. 4 Achievements Based on this research founding, we make digital content design ideas for Chinese farmers, and we give three steps strategies for SK company.

PEST Analysis: China’s Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2001-2003 2004-2007 3G 2008-2010 2011- Time Market Digital Contents opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object]

Countryside Field Research: Qualitative Research ,[object Object],[object Object],[object Object],[object Object],[object Object],Research Process:

[object Object],Persona Hypothesis District rural town/suburb city Age junior youth middle-aged old age Gender male female Work area traditional agriculture agriculture contractor family factory migrant worker home staying private business function calling message offline/online game reading music camera information others children no yes ,[object Object],[object Object],[object Object],[object Object],Qualitative research Persona Hypothesis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Quantitative Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PS: This is the result of factor analysis, details are shown in the following table Factor Factor name C1 Price consciousness C2 Emotion consciousness C3 Fashion consciousness C4 Utilization oriented C5 Entertainment oriented

Quantitative Research ,[object Object],Factor Items Factor load Variance Contribution (%) Cum. Variance Contribution (%) C1 The price of phone call is quite expensive 0.65 17.37 14.37 Telephone use cost quite a lot for me 0.71 I do not use a mobile service because it’s expensive 0.68 I will consider a lot about the price before I chose a phone service 0.77 C2 Cell phone is the best way to keep contact with my family 0.81 15.53 32.9 Cell phone is the best way to keep contact with my friends 0.79 Photo or Multimedia service help improving express myself through cell phone 0.68 C3 I think the MMS is more attractive than the regular short message 0.64 9.61 42.51 I hope I can have more beautiful pictures and pop music in my phone 0.67 Multifunction phone is cool for me 0.73 C4 Making calls and text are all I need to have a cell phone 0.82 8.82 51.33 I never use my phone to take a picture 0.75 Multimedia or other service is useless for me 0.61 C5 I often send MSM to my friends 0.69 8.09 59.42 I often use my phone to play music or take pictures 0.63 I often play various kinds of games with my cell phone 0.78

Quantitative Research ,[object Object],[object Object],[object Object],Groups Name Group 1 Traditional Group Group 2 Emotion & Utilization Group Group 3 Emotion & Entertainment Group Group 4 Utilization Group Group 5 Price & Emotion Group Group 6 Fashion & Entertainment Group Group 7 Fashion & Utilization Group C1 Price cons. C2 Emotion cons. C3 Fashion cons. C4 Utilization ori. C5 Entertainment ori. 1 1.09 0.06 -0.17 0.15 -0.62 2 0.02 0.92 0.11 0.88 -0.07 3 0.15 0.77 0.23 0.17 1.01 4 0.26 0.14 -0.32 0.89 -0.68 5 0.82 0.96 0.11 0.09 0.02 6 0.10 0.27 1.03 0.58 0.97 7 0.16 0.08 0.84 0.91 -0.31 Groups Factor

Persona Hypothesis Verified ,[object Object],Group 1 Group 2 Group 3 Group 4 Group 5 Group 6 Group 7 discard The verified segment (after quantitative research) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cao Lingling Li Xiao Liu Yuhuan Wang Zhiguo Ba Hongjiang Zeng Zouli Persona (a model of each typical segment) ,[object Object],[object Object],[object Object],Newly add

Persona 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Work outside, miss and keep contacting her little son: Cao Lingling Introduction To Cao Lingling, the most import thing in her life now is her 2 years old son. To see her son grow up happily and healthily is her biggest consolation. But as they don’t have enough money to cultivate the little son and pay for his future school fee, she can’t stay with her son all day and leave her husband outside alone to earn money, so she go out to the city as a migrant worker. She has no choice. She is very good at calling and sending message by handwriting. Although she earns not so much , she still pays 300 RMB monthly on call through cell phone, as she keep contacting with her son home. She likes to take her sons photos using her cell phone, as she can scan the photos when she’s outside. Her phone’s desktop is her little son’s picture, but she said she is not satisfied the showing style because there is no full-screen mode on her cell phone. She doesn’t order any extra phone service yet, but she said she is interested in MMS and information service about her son. All around her little son! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consciousness Price Emotion Fashion Utilization Entertainment Price Price Emotion Fashion Utilization Entertainment Utilization Entertainment Fashion Emotion

Persona 2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Introduction Li Xiao is a full time housewife, taking care of her son is her everyday’s work. Her husband bought her a cell phone, and he sometimes uses it when he is back from work, so she cherish her phone very much. She calls several times every day and downloads music from the shopping mall where she buy the phone, and also, sends message with family and friends time to time. She pays no attention to news or outside information, she doesn’t have the plan to work in recent years and companying husband and son happily is her life goal. In leisure time, she likes to watch TV, listen to music until fall asleep and play online or offline games through her cell phone. Refer to cell phone’s function, she said if there is more free game on line, she will be very happy. And she won’t surf web much because she is not sure how much and when the money is charged. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consciousness Stay home for several years with her little son: Li Xiao ,[object Object],[object Object],[object Object],Price Emotion Fashion Utilization Entertainment Price Utilization Entertainment Emotion Fashion

Persona 3 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Introduction Mr Liu is very busy, he owns a home factory. There are many same home factories producing transistor in this area , it’s famous and their clients are almost the same. He has to drive out several days a week to transport goods and find business. When he is out, his wife will take care of the home factory and workers from 6 in the morning to 11 at night. It’s hard but they are really busy earning money. He and his wife don’t have enough time to take care of their girl, so she is not very good at study, and hanging out all day with her friends. No message, no music, no camera, Mr liu use telephone only for contacting with clients and friends, and one more thing, he ordered the weather massage service. He is a Alibaba client. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Business goal We hope Liu Yuhuan to: be interested in information service or business network platform through cell phone Consciousness Charge the home factory producing transistor: Liu Yuhuan ,[object Object],[object Object],[object Object],Entertainment Price Emotion Fashion Utilization Entertainment Utilization Price Emotion Fashion

Persona 4 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Introduction Nowadays, there is little person who is insisted in working on farm, Wang Zhiguo is one of them. He not only works on his own farm that nation attributes him, but also contracts many others’ farm who lived in the same village and now do migrant work in the city. He builds many greenhouses on the farm and sells vegetables not only on their village’s market but also sells them to the outside clients. He has a cell phone just because he has to contact his clients and relatives, and most important, contact with his daughter, who is now studying in high school. He even ordered a in-school achievement report service, which charge 5 Yuan a month. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consciousness Agriculture contractor working on traditional farm: Wang Zhiguo ,[object Object],[object Object],[object Object],Price Emotion Fashion Utilization Entertainment Price Emotion Fashion Utilization Entertainment

Persona 5 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Introduction Ba Hongjiang is a city youth, and just start his working life. His father bought him a very cool cell phone. He calls hourly each day and send messages with friends time to time. He pay more attentions to sport news and entertainment news, he doesn’t have a very clear life goal in future. In leisure time, he likes to listen to music, surf web, and play some offline and online games through his cell phone. Refer to cell phone’s function, he use cell phone not only to contact friends, but also to have a colorful life. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consciousness Try to act as a city youth : Ba Hongjiang ,[object Object],[object Object],[object Object],Price Emotion Fashion Utilization Entertainment Fashion Entertainment Utilization Price Emotion

Persona 6 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Introduction Zeng Zouli is an independent women, possessing of herself career. She has several phones. She calls hourly each day and send message with clients and friends time to time. She pays attention to news, economic programs and some information which related with her job. She has a clear life goal in recent years. In leisure time, she likes to watch TV, shopping and have party with friends. Refer to cell phone’s function, she mainly use telephone to contact her clients and friends, and hardly listen to music. She said if there is some service about hairdressing and health, she will be very happy. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consciousness Pyramid selling is not only a career but also a social cycle : Zeng Zouli ,[object Object],[object Object],[object Object],Emotion Price Emotion Fashion Utilization Entertainment Price Fashion Utilization Entertainment

Common Goals Definition ,[object Object],Cao Lingling Li Xiao Liu Yuhuan Wang Zhiguo Ba Hongjiang Zeng Zouli Common Goals ,[object Object],Adult farmers in China have a strong sense of family love. They want to have pictures of their family and latest information about their kids. They want to hear voice of the kids and keep a close contact with them. And they are willing to pay for service which provides news about their kids. ,[object Object],The daily use of cell phone for farmers will be mainly for the contact with friends and neighbors. They care much about news from their friends and neighbors. Some of them also like gossips for fun. ,[object Object],TV is main information channel for farmers, but they want more information for planting and selling. Farmers of family-owned small business need information about their products, customers and markets. They also need to share these information with their families and friends. ,[object Object],The consumption and use of multimedia digital content (e.g. pictures, music, games) in the countryside fall behind the present market and there is a lot of space. The better news is that they like cell phone with a national brand because they are multifunctional, and they are quite interested in digital content service. ,[object Object],Farmers do not have much digital equipment like computers, digital cameras and so on. They hope their cell phone could be multifunctional in order to fulfill their entertainment need at a reasonable price. They do not have a high demand for quality, basic function like music, photo taking, games, surf online can be enough.

Design Concepts Goal Design Concepts Contact with kids ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Contact with friends ,[object Object],[object Object],[object Object],[object Object]

Design Concepts Goal Design Concepts Access to information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Multimedia entertainment function ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],Business Project Suggestion-Experts Supervising Platform

Business Project Suggestion-Experts Supervising Platform ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A B C 1 Take photos of the sick crops 2 Detective appliance collects soil information and transmit it to the cell phone 3 Cell phone transmits the collected information to expert supervising platform 4 Experts feedback information to cell phone

Step 1: Firstly SK could enter the China market by occupying the major cities ,[object Object],Strategy Step 3: For our big future, we aim to serve all Chinese farmers in developing countryside Step 2: We SK can then develop to help farmers in city’s suburb of provinces in costal areas

Team ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SK company and farmers in China will see a win-win future!!! SK has its competitive advantage in this market, and will surely become the market winner!

Digital Contents Design For Chinese Farmers

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