How accurate ideation of buyer persona can best benefit your business
How accurate ideation of user persona can best benefit your business? – is important can understand the fact that – high ROI (return on investment) and an accurately ideated buyer persona have a proportional relationship. The deeper understanding businesses have about their product or services buyer persona the more precise value proposition businesses will be able to deliver to the buyer raising customer LTV for the businesses.
By Admin
Buyer Persona
A buyer persona, a million-dollar question for any business of any size, location, type, and domain. It is fact that many businesses struggle to find customers for their products or services. Businesses should not hide behind fuzzy logic to justify the lack of buyers for products or services; rather take steps in accurate ideation of their product or services buyer persona.
Thus, this is very important for any business to accurately ideate a buyer persona for their product and services. A buyer persona is a prospective customer character that can be visualized and drawn up leveraging demographic and psychographic data of businesses’ current (or ideal) customers. By drawing up a buyer persona businesses an accurately design their product or services to deliver a precise value proposition that fit buyer desire and needs.
“Catching someone’s attention and being heard amid this streaming torrent of information is the greatest challenge of contemporary marketing.”
― Adele Revella, Writer
Many businesses think they know who their customers are without actually ideating and capturing character representation that can accurately ideate buyer persona. This type of pseudo understanding of buyer persona will not help businesses to gain their targeted buyer for their product and services. Adele Revella, Writer of Buyer Personas: How to Gain Insight into your Customer’s Expectations, Align your Marketing Strategies, and Win More Business point out that “Catching someone’s attention and being heard amid this streaming torrent of information is the greatest challenge of contemporary marketing.” This is truly challenging for businesses across domains, size,s, and location. Too often, buyer persona does help in easing this risk to some level. The following facts give clarity in understanding on buyer persona, as explained by senitih business consulting analyst.
Buyer persona simplified
- A buyer persona is an exhaustive document for gaining audience
- An idealistic representation of prospective ideal customer
- When there is no existing data base, information to define buyer persona are gathered from survey, focus group and other market research
- Survey and focus group primarily provide the data for analysis.
- Customer actual actions are not really the same as what they say on a focus group or survey
- Based on business perception on prospective customer lots of information are assumed to arrive at buyer persona
- Persona creation focus on instances in time rather than real time learning from customers
- Persona creation has limited or no interaction with direct customers
- Businesses accurate value proposition is not at all near to what customer actually want.
How to ideate buyer persona
Step 1: Designing market research
Best way to find about your customer by market research survey, market focus group discussion. Usually company do follow market survey to find what customer are looking for – a key demographic, a key goal, and a key concern or barrier. There is no right or wrong, perfect or not perfect outcome of survey. The survey should optimize to find answer with three open ended questions
Describe about yourself in one sentence, e.g. “I am a 40-year old entrepreneur based in Guwahati Assam who do small business consulting to MSME, new business, startup business, local business on product or services buyer personas.”
What is your (survey taker’s) major purpose for using this product, services or website?
What, if anything, is preventing you (survey taker) from doing the same?
Rightly framed questions will discover how your buyer user your product or services, which pain point are deal breakers or what features top influencer for your buyer to choose your product or services, etc.
Step 2: Conducting market research
You should choose to set up survey where your target customers hang out most. At present time it can be usually a blog, website, social media pages, etc. The survey should be set up and placed on where highest number of target buyer visits on a daily basis. Also, one should choose a survey tool which is easily customizable and easy to setup (Do it your self (DIY))
Step 3: Data analysis and profiling
The major goal of market research survey for busyer persona is to identify best fit target one or two buyer persona. Once that is identified product or services can be tweak to start improving this target buyer persona experience. Once survey is concluded it will give enough answer based on survey population. These survey data would be required to populated in spread sheet for analysis. One can use many tool including R-analysis or other commercially available software for analysis purpose.
Once the analysis is completed it will give a clarity on the demographics, goals and barriers on your product or services.
Step 4: Buyer persona creation
Based on the above analysis a simple buyer persona that was reflected as a majority of user base and identify with clarity of demographics, goal and barriers
Senitih small business consulting simple buyer persona template
| # | Key Demographics | Key Goal | Key Barrier |
|---|---|---|---|
|
Simple buyer persona |
Describe key buyer demographics
|
Simple buyer persona’s key goal |
Simple buyer persona’s key barriers |
The market research survey depth of research, approach to research, sample size, number of questions, etc. would depend on the business’s objective of finding accuracy in buyer persona and most importantly the resources it would require to conduct a market research survey for the buyer persona.
WHO
- Name: Give real personal name to make user personas should feel like a real person
- Photo: Be advised to always to put a face to a live looking person name. To create a new and original identity that’s free of stereotypes or preconceived traits avoid using fictional characters and celebrities as persona photo.
- Personal motto: Able to attach a personal motto to a persona, just like a photo, will helps in making feel more realistic.
- Bio: Give the persona little background like working background, experience, personal and educational background, etc. This is will raise the uniqueness of persona.
- Demographics: Including demographics like gender, age group, familly income, location status, life style, etc. will help improve your understanding of and relationship with users, thus, it will help in relating to them in the way they want.
- Personality traits: Describe personality trait of persona like demeanor, accessibility, communication preferences, professional character, etc. Assigning personality traits might help understand persona needs and delivering solution.
WHAT
- Motivations: It is important to find business growth primary objective, secondary objective, how or what they of about the product or services.
- Goals: Persona’s primary or secondary goal like to become prime mover of the market segment, be the market leader, etc. can provide good insight about persona.
- Challenges: Be it local business, MSME, across country business, regional or international business it is always important to find challenges faced by them while creating the persona of the product or services that can help persona with these challenges.
WHY
- Influencers: Why the persona is looking for this product or services? Like which influencer the persona would like to get followed.
- Brands: What brands benefit the persona want to achieve? Is there any sales and marketing target the brand is looking to achieve.
- Desire: What the return of investment the persona is looking for from the product or services? What would be persona's requirement in terms of operational ease?
Take your turn to follow this very simple step to discover your own buyer persona. Senitih business consulting also can help you in discovering your buyer persona. Please feel free to reach out if you have any questions.
