Personas & archetype development
Personas portray an individual target customer while archetypes portray a target organization.
The key benefit is to create a shared view of the customer that aligns diverse teams understanding of the customer. This enables teams to engage the customer based on these shared views.
key questions answered
Who is my customer?
What are their motivations, behaviors, needs and interests?
What does a standard day in their life consist of?
What are the priorities in their role?
What are their biggest challenges in the role?
What tools, technologies, services do they use?
What jobs do they do?
How do I find them in internal and external databases? In the wild?
paradoxes approach
Personas and archetypes can be created based on qualitative or quantitative data.
Qualitative
Conduct customer interviews or ethnographies, identify patterns and common characteristics; author the persona based on that data. Low to moderate price, moderate time.
Quantitative
Conduct quantitative surveys, identify patterns and common characteristics; author the persona based on that data. Moderate price, moderate time.
- Author persona profiles
- Author arch
Archetype example
Persona example