creating a persona is one of the most important steps for your company's digital marketing strategy
Why create a persona...
Persona is a semi-fictional character, based on real data and behavior, who represents the ideal customer of a brand or company. It is also known as the buyer persona or avatar. The persona guides the creation of content.
The objective is to create a profile that synthesizes the main characteristics of customers so that the brand can create strategies aligned with its audience and capable of meeting their demands.
To create the persona, you need to research: who are your customers, what do they work with, what they do during the day, how do they get informed, what are their greatest needs? So, the persona is based on data, not assumptions by the marketing team.
The project started at the end of 2020 due to an internal need to align the knowledge of the different teams regarding our different types of customers.
Today at Abler, we serve HR Consulting, companies of different sizes and Startups. Each one with a different way of working, speaking and behaving.
Early in 2021, the project took more shape through, first, a form sent to several clients in order to obtain information about the universe in which our clients are inserted.
Through this research, we were able to identify several points to be addressed later in in-depth research that took place over 4 intense months of work and indexing information from all these clients.
As the project progressed, we discovered many things about our clients that until then were assumptions, hypotheses.
We also discovered things we had no idea about. Each customer has a way of using our tool, some value certain features, others not so much and so on.
In the end, we not only managed, from these inputs, to build the persona, but also to have a lot of insights for the future of our software.
We use the Double Diamond methodology to distribute this project over the months. As problems presented themselves, we made adjustments to suit the project's needs.
During the research process we had some numbers of references to contextualize everything that happened, check the image below.
Step 1: proto personas
Proto-personas are a type of persona created simply from the information the company already has about consumers. They are an interim solution when there is still no budget or deadline to conduct an effective research on who these consumers are.
They are usually based on intuition or small snippets of marketing research that are not necessarily connected to each other.
That's exactly what we did. We draw on intuitions and feedback from the various internal teams.
We distributed this, firstly, in two proto-personas that brought, without their essence, different characteristics.
Step 2: CSD matrix
The CSD matrix (Certainties, Assumptions and Doubts) was used for the two previously created proto-personas. This matrix helps us trace patterns and better understand the current scenario of customers, again based on data that already exists within the company.
Step 3: online questionnaire
The questionnaire was our first contact with customers right at the beginning of the personas project. We had a lot of difficulties in getting answers through this medium and only when the CS team helped us did we get results.
In some cases, benefits were offered so that customers could answer the survey that we so desperately needed.
We got 15 responses on this form and 5 of these progressed to the in-depth research part, which were online conversations of about 40 minutes each, where we touched on several points that were essential for building the persona.
Step 4: in-depth interview and user boards
This is where we'll get to know a little more, based on data, our customers and a little bit about how they think and work.
- In-depth interviews were conducted through Google Meets, then condensed into userboards.
- Each userboard has a user biography area, and beside it, the interviewee's mental model (divided into think, do and feel).
- In the column, the weaknesses and opportunities observed by the interviewee about the market or function are presented.
analog x digital
We human beings are by nature analog, but we cross, coming and going, each day the bridge that takes us towards the digital.
The canvas visually represents the map of the 4 types of profiles within the analog and digital world, they are Aa(Analog Analog) this profile is fully analog, Ad(Analog Digital) this profile has a greater tendency towards analog, Da(Digital Analog) ) on the other hand, this profile has a greater tendency towards digital and finally we have the Dd (Digital digital) profile, which is fully digital, in this area we find the generation of millenials.
Before the survey, we had “idealized” personas based on hypotheses and not necessarily data. This directly affected the communication of different teams, such as Marketing, CS and Sales.
Now, in possession of this data, we can be more assertive in our internal and external communication regarding our real customers.