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Welcome to UCD2012
                  Sponsored by




                  Supported by




Supporters                Sponsors   Organiser
Channel 4 Personas
Creating a design tool for a broadcasting organisation
Who’s the audience?
 •   Designers (External and Internal)
 •   TV / Digital production companies
 •   Dev teams
 •   Commissioning Editors
 •   Heads of department
 •   Commercial Teams
 •   Ad Sales team
Main data source
 • Original ‘Futureproof’ survey conducted by
   Kantar in Q4 2010
 • 1800 respondents, nationally representative
 • Segmentation based on attitudes not just
   demographic data
 • 8 Segements found



   Attitudes              Behaviour and usage

 Brands and      Devices       Favourite
 Products                      shows
Channel 4 personas
Channel 4 personas
Channel 4 personas
Channel 4 personas
Channel 4 personas
Channel 4 personas
Value of personas
Who are the users?     Content interests




Context - where will   How will they be
the users be?          using the service?
Keeping it up to date

• Original survey was in 2010
• Update conducted by Kantar in April 2012
• Segmentation based on attitudes not just
  demographic data
• Addition of a social media dimension
The segments evolved
              Similar attitudes, more use of VoD


                         Slightly older


           Older and Younger groups, Vod Focus still


                More Female, social networks


                   More Male, Slightly older




                Even Gender, slightly younger


                All have digital TV, even gender


            More even age spread, focus on social
Summary

• Use as much real data as you can get
• Engage with others within your organisation to
  help construct them
• Try to make them as visual as possible
• Keep them up to date – iterate
• Shout about them
Welcome to UCD2012
                  Sponsored by




                  Supported by




Supporters                Sponsors   Organiser

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Neil Wardrop - Channel 4 Personas

  • 1. Welcome to UCD2012 Sponsored by Supported by Supporters Sponsors Organiser
  • 2. Channel 4 Personas Creating a design tool for a broadcasting organisation
  • 3. Who’s the audience? • Designers (External and Internal) • TV / Digital production companies • Dev teams • Commissioning Editors • Heads of department • Commercial Teams • Ad Sales team
  • 4. Main data source • Original ‘Futureproof’ survey conducted by Kantar in Q4 2010 • 1800 respondents, nationally representative • Segmentation based on attitudes not just demographic data • 8 Segements found Attitudes Behaviour and usage Brands and Devices Favourite Products shows
  • 11. Value of personas Who are the users? Content interests Context - where will How will they be the users be? using the service?
  • 12. Keeping it up to date • Original survey was in 2010 • Update conducted by Kantar in April 2012 • Segmentation based on attitudes not just demographic data • Addition of a social media dimension
  • 13. The segments evolved Similar attitudes, more use of VoD Slightly older Older and Younger groups, Vod Focus still More Female, social networks More Male, Slightly older Even Gender, slightly younger All have digital TV, even gender More even age spread, focus on social
  • 14. Summary • Use as much real data as you can get • Engage with others within your organisation to help construct them • Try to make them as visual as possible • Keep them up to date – iterate • Shout about them
  • 15.
  • 16. Welcome to UCD2012 Sponsored by Supported by Supporters Sponsors Organiser