PERSONA DEVELOPMENT

It all hinges on your audience. Maybe you want to know why you can’t tap into a new market. Maybe you want to break down your existing clientele. Or maybe you want to restructure your messaging and marketing to match both current and future audiences better. Whatever it is, the way you tell your story can make all the difference.

THE PROCESS

The way I approach persona development is not merely filling in a silhouette with a picture and giving a demographic breakdown of who you serve or want to serve. The benefit of my approach to executing audience segmentation is that it gets to the root of your customers - how to make them happy, what makes them tick, who they want to impress, and why they do what they do. Ultimately, it’s not about demographics at all.

It’s about motivations.

With the persona development process, expect quantitative and qualitative data to point us to our end goal. While surveys have their place, individual interviews and focus groups can point to how your audiences speak and let them lead the conversation where a survey would fall flat.

THE END RESULT

  • 30-minute individual chats with past and present clients of yours to understand the language they use when talking about your brand, inflection and tone used during the conversation, and more

  • From the interviews, I’ll synthesize findings to build 3-4 personas or audience segments that cover the following:

    • What your target audience segments think about your organization or organizations like yours

    • What communication tools and channels we can use to reach your audiences

    • Why your audience might decide not to work with you, what challenges they face in their day-to-day lives (both personally and professionally), and how your brand can step in and help

    • When is the best time of day, day of the week, or season to reach your audiences

    • What audiences get out of working with you or investing in your products/services

    • Messages that resonate best with each audience - this portion of work in particular will help us with content mapping to ensure smooth user experiences on your site

    • Clear user journeys of how they walk through awareness, consideration, and purchasing decisions

  • A list of recommendations based on insights gleaned from the interviews

  • This data will be presented to you in an hour and a half long session where we’ll talk candidly about how the conversations went, allowing you to ask questions and dig into the research further

STARTING AT $1,125

Let’s unpack how to speak to your people more effectively.

If you know you’re ready to invest in persona development, fill out the form below. We can get the process started and kick off a partnership.

Still unsure if persona development is right for you? No worries. Give me your information and we can address your questions on a call or over a coffee.