52. A typical day at the library: Stops by the library either on their way to or from work or over their
lunch break. May spend time on the weekend if they have a home project. Have requested the
books or DVDās online so is either dropping them off or picking the materials up. Enjoys
lectures, classes or other non-traditional activities. Appreciates connecting with the library staff
during visits
Information-seeking behavior: Usually checks online to see what has newly arrived at the library.
If they have time during their stop over at the library itself, they will browse what is new in the
nonfiction and music; maybe the fiction shelf as well. Uses the library to avoid the cost of
buying materials. May purchase books after reviewing them in the library. Signs out DVDās
and movies for entertainment. Appreciates the book club(s), even if not an active participant.
Also seeks community information (pamphlets, etc.) Reads on-line reviews of books
Ultimate goal: To pick up the books, music or videos they are interested in. Or to simply discover
books or other material that piques their interest to expand their minds
Frustrations: Changing library hours. Unpredictable Internet search results. Pop-ups, spam.
Librarians who arenāt very good at referring them to specific sources or best sources on a given
topic ā could be people as often as written information. Wishes libraries would coordinate
culling of collections and try to keep at least one copy of a book in one of the libraries. Needs
more consumer-friendly categorization of material. Parking (downtown users) Hours need to
match commute schedule. Wait-lists for books so long that they are compelled to purchase the
book from Amazon.
General rules Never ask a direct question Simulate real or āimaginedā experience Ritualize anecdote capture The anecdote circle Common experience Stimulate ādittingā Can be virtual or physical
A combination of archetypes, values and themes that represents a market expectation of a product or service.
Persona Elements Demographics Typical Day Information interests Information seeking behavior Ultimate goal Frustrations Work activities Computer skills, knowledge, abilities Technology attributes Communicating Market size, influence
Work activities : Dual-income household ā both parents work . Computer skills, knowledge and abilities: Has a shared space home computer and is aware of the library website. Both parent and teenager are computer-literate. Technology attributes: Positive towards technology. Communicating: She uses the phone, Instant Messenger and Email. They prefer the phone or Email but chat with their teens over IM. Market size and influence : This group represents a large portion of the tax paying base within a community and is a great person for the library to have as an advocate because she is active and likes using the library. While frustrated with some issues at the library, itās not for sure whether she sees her current interaction as a negative. Does she really want to not have to go to the library? Demographic/online attributes : The parent user is typically female, white, educated, married, over 35 and uses a branch library. IM and text messaging keep teens in touch with their parents. Most teens use shared computers at home and a growing number log on from libraries, school, and other locations. 67% of parents of online teens believe the Internet is a good thing for their child but are concerned about the safety of it. 90% of teens who go online say that other family members also use the computer. Many parents use various methods of filtering and monitoring teen computer use. (See High School Anchor for other related demographic data).
Information-seeking behavior: She typically doesnāt have time to use the computer at the library. At the library she is usually busy looking after the children either participating in a reading group session, or attending a storytelling session. She uses the computer at home to put materials on reserve for herself or if she knows exactly what she wants for the kids. She picks up the books, DVDās or videos when she is leaving the library. She uses the library website to hear more about upcoming events. Ultimate goal : She wants her child to learn to read and to discover new ideas in a safe, informed setting. She wants her children to be exposed to books early on ā even when they donāt know how to read yet. She wants to be able to find time to meet some of their own needs knowing their children are safe. Frustrations : Not finding librarians who can help the children to learn to read, is troubled by reduced library hours (nights and weekends), and wants to have an easy way to know about upcoming events on the website. Work activities : Part-time employment . Computer skills, knowledge and abilities : Has an up-to-date home computer and uses the library website . Technology attributes : Positive towards technologyāearly mainstream adopter. Communicating : She uses the phone, email, IM. Market size and influence : Significant Market presence-- Demographic/online attributes : 83% of parents with minor children use the Internet; 63% of college educated women who have infant children work; 5.4 million stay at home Moms in 2003. Information-seeking behavior: She typically doesnāt have time to use the computer at the library. At the library she is usually busy looking after the children either participating in a reading group session, or attending a storytelling session. She uses the computer at home to put materials on reserve for herself or if she knows exactly what she wants for the kids. She picks up the books, DVDās or videos when she is leaving the library. She uses the library website to hear more about upcoming events. Ultimate goal : She wants her child to learn to read and to discover new ideas in a safe, informed setting. She wants her children to be exposed to books early on ā even when they donāt know how to read yet. She wants to be able to find time to meet some of their own needs knowing their children are safe. Frustrations : Not finding librarians who can help the children to learn to read, is troubled by reduced library hours (nights and weekends), and wants to have an easy way to know about upcoming events on the website. Work activities : Part-time employment . Computer skills, knowledge and abilities : Has an up-to-date home computer and uses the library website . Technology attributes : Positive towards technologyāearly mainstream adopter. Communicating : She uses the phone, email, IM. Market size and influence : Significant Market presence-- Demographic/online attributes : 83% of parents with minor children use the Internet; 63% of college educated women who have infant children work; 5.4 million stay at home Moms in 2003. Sample Scenario : Marcy is interested in taking her 2 year old to storytime and in getting ālearning to readā materials for her 4 year old. In preparation for an upcoming library trip, Marcie logs on to the library website and selects recipe and craft books for herself, and verifies the storytime for her toddlers. While at the library, she picks up her reserved books, takes her kids to storytime, may select some additional materials, and request assistance from a librarian on the topic of phonics.
Work activities : Part-time student, part-time worker. Student in a night school or junior/community college Computer skills, knowledge and abilities : Does not own a computer but is a computer user. Knows how to search on the Internet and is familiar with the libraryās website. Easily authors and prints using productivity tools. Technology attributes : Positive towards technology. Communicating: She uses the phone and may have access to Email. Market size and influence : Although less than 8% of patrons fall into this demographic, it is a target demographic for our customers and the general public in the library as a community benefactor. Demographic/online attributes : Very likely earns less than $30k per year; is likely Hispanic or African American. Does not own a computer and is likely to have a cell phone.