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How to build a persona
Introduction of the 7C-Model




                               © Persona Company
This is how most organisations see customers…

     Segmentations            CRM systems




                             ...
What if we could see them as persons?




                                        © Persona Company
Persona’s are archetypes of a market segment




                                         © Persona Company
Create multiple persona’s, but not too many




    FLEUR                 BERT                    WILMA

                 ...
Persona’s should not be made up. Research!




                                         © Persona Company
What aspects to conduct research on? 7C’s


                    CATEGORY
                    BEHAVIOUR

       CATEGORY   ...
#1 Core Values




                    CORE VALUES
                  What’s most important in
                   your pers...
#2 Category Needs



       CATEGORY NEEDS
         What are specific needs
        towards the market you’re
            ...
#3 Category Behaviour

                                          CATEGORY
                                          BEHAVI...
#4 Company Value

                                         CATEGORY
                                         BEHAVIOUR
   ...
#5 Channel Usage

                                          CATEGORY
                                          BEHAVIOUR
 ...
#6 Communication

                                         CATEGORY
                                         BEHAVIOUR
   ...
#7 Character

                                           CATEGORY
                                           BEHAVIOUR
   ...
Overview of 7C’s


                   CATEGORY
                   BEHAVIOUR

       CATEGORY                COMPANY
      ...
Persona Roadmap

Next steps: make sure your persona’s are embraced by the organisation

   1                             2...
1     Example ‘Persona Story’

Profile ‘Fleur’            Living situation




Life philosophy            Media usage




...
2      Examples Communication
Poster                    Film




                          Live performance actor




    ...
3    Training and tools




Need map ‘Pains & Gains’   Customer journey   Campaign design




                            ...
Good luck!




             © Persona Company
Follow us!!

    PERSONA COMPANY
   Feike de Boerlaan 199
    1019WG Amsterdam
www.personacompany.com
      +31 6 54 760 7...
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How to build a persona - Introduction of the 7C model

Learn how to make persona's with the 7C-model. What do you want to know of your target groups before you build persona's? How do you stimulate the organisation to work with persona's?

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How to build a persona - Introduction of the 7C model

  1. 1. How to build a persona Introduction of the 7C-Model © Persona Company
  2. 2. This is how most organisations see customers… Segmentations CRM systems © Persona Company
  3. 3. What if we could see them as persons? © Persona Company
  4. 4. Persona’s are archetypes of a market segment © Persona Company
  5. 5. Create multiple persona’s, but not too many FLEUR BERT WILMA “Only if it’s safe and “I want to pick and mix “No hassle!” reliable” myself” © Persona Company
  6. 6. Persona’s should not be made up. Research! © Persona Company
  7. 7. What aspects to conduct research on? 7C’s CATEGORY BEHAVIOUR CATEGORY COMPANY NEEDS VALUE CORE VALUES CHARACTER CHANNEL USAGE COMMUNI- CATION © Persona Company
  8. 8. #1 Core Values CORE VALUES What’s most important in your persona’s life? What convictions are driving behavior? © Persona Company
  9. 9. #2 Category Needs CATEGORY NEEDS What are specific needs towards the market you’re in? Which pains and gains does the persona experience? CORE VALUES What’s most important in your persona’s life? What convictions are driving behavior? © Persona Company
  10. 10. #3 Category Behaviour CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? What are specific needs towards the market you’re in? Which pains and gains does the persona experience? CORE VALUES What’s most important in your persona’s life? What convictions are driving behavior? © Persona Company
  11. 11. #4 Company Value CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? COMPANY VALUE What are specific needs What is the current and towards the market you’re potential value of this in? persona for your brand? Which pains and gains does What’s the trigger to buy the persona experience? CORE VALUES from your company? What’s most important in your persona’s life? What convictions are driving behavior? © Persona Company
  12. 12. #5 Channel Usage CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? COMPANY VALUE What are specific needs What is the current and towards the market you’re potential value of this in? persona for your brand? Which pains and gains does What’s the trigger to buy the persona experience? CORE VALUES from your company? What’s most important in your persona’s life? What convictions are driving behavior? CHANNEL USAGE What channels are primarily used for orientation, purchasing and service? In what way? What’s the best way to approach? © Persona Company
  13. 13. #6 Communication CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? COMPANY VALUE What are specific needs What is the current and towards the market you’re potential value of this in? persona for your brand? Which pains and gains does What’s the trigger to buy the persona experience? CORE VALUES from your company? What’s most important in your persona’s life? What convictions are driving behavior? CHANNEL USAGE What channels are primarily used for orientation, purchasing and service? In what way? COMMUNICATION What’s the best way to What media? Focus on approach? online or offline? What tv channels, websites, magazines? What tone-of-voice has most appeal? © Persona Company
  14. 14. #7 Character CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? COMPANY VALUE What are specific needs What is the current and towards the market you’re potential value of this in? persona for your brand? Which pains and gains does What’s the trigger to buy the persona experience? CORE VALUES from your company? What’s most important in your persona’s life? What convictions are driving behavior? CHARACTER CHANNEL USAGE What channels are primarily What sociodemographics used for orientation, (gender, age, income, etc)? purchasing and service? In what way? What are psychographics (interests, hobbies, etc) COMMUNICATION What’s the best way to What media? Focus on approach? online or offline? What tv channels, websites, magazi nes? What tone-of-voice has most appeal? © Persona Company
  15. 15. Overview of 7C’s CATEGORY BEHAVIOUR CATEGORY COMPANY NEEDS VALUE CORE VALUES CHARACTER CHANNEL USAGE COMMUNI- CATION © Persona Company
  16. 16. Persona Roadmap Next steps: make sure your persona’s are embraced by the organisation 1 2 3 Develop persona’s Vivid communication Working with persona’s • Write a ‘persona story’: • Inspire the organisation • Train your teams: what does your persona’s with posters, film, actors acquisition, brand life look like, what role and a kickoff event. communication, product does your brand play? management, etc. • Create a platform to share learnings © Persona Company
  17. 17. 1 Example ‘Persona Story’ Profile ‘Fleur’ Living situation Life philosophy Media usage © Persona Company
  18. 18. 2 Examples Communication Poster Film Live performance actor © Persona Company
  19. 19. 3 Training and tools Need map ‘Pains & Gains’ Customer journey Campaign design © Persona Company
  20. 20. Good luck! © Persona Company
  21. 21. Follow us!! PERSONA COMPANY Feike de Boerlaan 199 1019WG Amsterdam www.personacompany.com +31 6 54 760 786 info@personacompany.com © Persona Company
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Learn how to make persona's with the 7C-model. What do you want to know of your target groups before you build persona's? How do you stimulate the organisation to work with persona's?

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