Identify different personas for a restaurant


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Identify different personas for a restaurant

  1. 1. HOW DO IIDENTIFYDIFFERENTPERSONAS FORA RESTAURANTDefining DifferentPERSONASLeverageResearch- (CollectQualitative notQuantitativeInformation)Dive DeeperConsider what’spreventingconsumers fromchoosing yourrestaurant orcustomers fromreturningEvaluate andRefineSHRUTI
  2. 2. The restaurant industry is a competitive world. Staying top of mind with prospects,customers is essential for growing your business. It all starts with a really goodunderstanding of your customers and those you wish to target.Before embarking on any project, it is important to understand the needs of your users.You are selling something. It could be a product or simply an idea. But, you are sellingsomething to someone. So, the question is, how do you get them to buy it?Identify the buyer personas.It is then possible to identify the features and functionalitythat will make the intranet or website a success, and how the design can support userswith different goals and levels of skill.Customer Personas are a detailed profile of an example buyer that represents the realaudience – the buyer that you hope to persuade to buy your products, services orsolution.
  3. 3. Personas are not profiles. To successfully market to your customers it’s essential tounderstand their mind set, preferences, motivations, interests, behaviors and goals andto tailor your content and messaging accordingly.When done correctly, your audience will feel like you are speaking to them directly,using their language, addressing their concerns.Developing personas usually starts with collecting some demographic data, such as age,education, and job title. But the goal is to collect qualitative—not quantitative—information. Interviewers need to gather stories, quotes, and anecdotes from interviewsubjects that pertain to their environment and behaviors and reveal their attitude andgoals.
  4. 4. To really help personalize your personas and bring them to life, it beneficial to give thepersonas names, distinct traits, personalities, personal backgrounds and evenphotos.When a persona is given a name, a photo, and one or two personal details, thenthe hypothetical constructs easily spring to life.Let us say, you are trying to increase sales of your restaurant during some particulartime of a day, say during lunch. There may be 3 distinct groups that come through yourrestaurant during that time:
  5. 5. Mike works as a graphic designer in a big agency. As he is single, he came every day atlunchtime; prices didn’t bother him. He usually ordered the same items, was always ina hurry to get back to work and got agitated when things took too long.Zoe is studying Masters in International development. She came every fortnight withher friends. Being single and young she comes during promotions or after discountcoupons were released.Geoff works as an architect. He has a wife, a young girl and a 6-month baby boy. Beinga family man with responsibilities, he comes along with his family monthly or rarely.He welcomed healthy alternatives to classic fast-food items. Prices did bother him. Lowprices, healthy alternatives and family-friendly options would likely appeal to him.Looking at these examples, it is obvious that ―Mike‖, ―Zoe‖ and ―Geoff‖ have differentmotivations, values, behaviors and interests. You can’t go with ―one-size-fits-all‖strategy. You need to consider certain pieces of actual data associated with thesepersonas…DemographicsTheir value, in terms of money, reach and return businessWhere they choose to interact with you – phone, email, website, mobile, social,etc.Mastering persona interviews requires unearthing subjects unstated goals. It is crucialto identify users mindset about going to some restaurant, since this mindset drivedesign decisions. Encouraging subjects to candidly and personally talk about their livestakes time. It is not unusual for some interviews, depending on what kind of interface isbeing designed.
  6. 6. Now we have to find out different personas for a restaurant.I. Start with the ideal customers within your Restaurant. Who’s the best customerfor you? Review any customer research you have conducted. Talk to your frontline staff about current customers. Refine the profile by:a. Include people who have not visited your restaurant but they generally visityour competitor’s restaurant.b. Find out your customer’s needs and wants and their decision makingprocess.You can do so by conducting surveys to gather more data.You can separate Personas into primary and secondary Personas. Primarypersona are the most important consumers or target customers that must besatisfied, because failing to satisfy their requirements means failing to satisfy theother expected persona.
  7. 7. II. Defining dimensions.i. Persona’s biographic background.ii. Restaurant’s relation to persona.iii. Persona’s relation to your restaurant.iv. Understanding specific intentions, needs, and attitudes.
  8. 8. These dimensions represent user needs and behavior, such as:What is your frequency of visiting some restaurant?How do you select, which restaurant you want to visit this time?What is your spending habits in a restaurant? Etc.III. Measure these dimensionsConsider what’s preventing consumers from choosing your restaurant orcustomers from returning. This is a very important question to ask and answer inpersona development. Dig deep. Understand why.Talk to the people who’ve just chosen your restaurant and talk to those thathaven’t and find out why. Learn what you could’ve done better. You may find outthat there are perceptions that aren’t even true. Or that there are things that mustbe addressed.
  9. 9. IV. Evaluate and RefineThe qualitative methods such as consumer observation and interview can be usedto refine and enrich details of persona. Don’t think that once it’s done it’s doneforever. Personas are an endless quest for perfection. You’ll continually learnmore and more. Additional observation and interview will provide detailedinformation which can be used in enriching and refining the typical user profileinto personas. Consumer preferences change over time. So periodically revisityour personas and refine them regularly.