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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




                                            © Persona Company
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

                  “Only if it’s safe and   “I want to pick and mix
  “No hassle!”
                       reliable”                   myself”




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




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


                    CATEGORY
                    BEHAVIOUR

       CATEGORY                  COMPANY
         NEEDS                    VALUE
                      CORE
                     VALUES


      CHARACTER                  CHANNEL
                                  USAGE

                    COMMUNI-
                     CATION



                                            © Persona Company
#1 Core Values




                    CORE VALUES
                  What’s most important in
                   your persona’s life?

                 What convictions are driving
                         behavior?




                                                © Persona Company
#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
#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
#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
#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
#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
#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
Overview of 7C’s


                   CATEGORY
                   BEHAVIOUR

       CATEGORY                COMPANY
         NEEDS                  VALUE
                     CORE
                    VALUES


      CHARACTER                CHANNEL
                                USAGE

                   COMMUNI-
                    CATION



                                         © Persona Company
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
1     Example ‘Persona Story’

Profile ‘Fleur’            Living situation




Life philosophy            Media usage




                                              © Persona Company
2      Examples Communication
Poster                    Film




                          Live performance actor




                                                   © Persona Company
3    Training and tools




Need map ‘Pains & Gains’   Customer journey   Campaign design




                                                         © Persona Company
Good luck!




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

  • 1. How to build a persona Introduction of the 7C-Model © Persona Company
  • 2. This is how most organisations see customers… Segmentations CRM systems © Persona Company
  • 3. What if we could see them as persons? © Persona Company
  • 4. Persona’s are archetypes of a market segment © Persona Company
  • 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. Persona’s should not be made up. Research! © Persona Company
  • 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. #1 Core Values CORE VALUES What’s most important in your persona’s life? What convictions are driving behavior? © Persona Company
  • 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. #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. #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. #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. #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. #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. Overview of 7C’s CATEGORY BEHAVIOUR CATEGORY COMPANY NEEDS VALUE CORE VALUES CHARACTER CHANNEL USAGE COMMUNI- CATION © Persona Company
  • 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. 1 Example ‘Persona Story’ Profile ‘Fleur’ Living situation Life philosophy Media usage © Persona Company
  • 18. 2 Examples Communication Poster Film Live performance actor © Persona Company
  • 19. 3 Training and tools Need map ‘Pains & Gains’ Customer journey Campaign design © Persona Company
  • 20. Good luck! © Persona Company
  • 21. Follow us!! PERSONA COMPANY Feike de Boerlaan 199 1019WG Amsterdam www.personacompany.com +31 6 54 760 786 info@personacompany.com © Persona Company