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How to build a persona - Introduction of the 7C model

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Ralph Poldervaart
Ralph Poldervaart

The document introduces the 7C model for building effective personas. The 7Cs are: core values, category needs, category behavior, company value, channel usage, communication, and character. Each C is described in its own section with examples of the types of research needed. An overview of the 7Cs is then provided. The document concludes with next steps for implementing personas, including developing persona stories, communicating them to inspire the organization, and training teams to work with personas.

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How to build a persona Introduction of the 7C-Model © Persona Company
This is how most organisations see customers… Segmentations CRM systems © Persona Company
What if we could see them as persons? © Persona Company
Persona’s are archetypes of a market segment © Persona Company
Create multiple persona’s, but not too many FLEUR BERT WILMA “Only if it’s safe and “I want to pick and mix “No hassle!” reliable” myself” © Persona Company
Persona’s should not be made up. Research! © Persona Company
What aspects to conduct research on? 7C’s CATEGORY BEHAVIOUR CATEGORY COMPANY NEEDS VALUE CORE VALUES CHARACTER CHANNEL USAGE COMMUNI- CATION © Persona Company
#1 Core Values CORE VALUES What’s most important in your persona’s life? What convictions are driving behavior? © Persona Company
#2 Category Needs CATEGORY NEEDS What are specific needs towards the market you’re in? Which pains and gains does the persona experience? CORE VALUES What’s most important in your persona’s life? What convictions are driving behavior? © Persona Company
#3 Category Behaviour CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? What are specific needs towards the market you’re in? Which pains and gains does the persona experience? CORE VALUES What’s most important in your persona’s life? What convictions are driving behavior? © Persona Company
#4 Company Value CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? COMPANY VALUE What are specific needs What is the current and towards the market you’re potential value of this in? persona for your brand? Which pains and gains does What’s the trigger to buy the persona experience? CORE VALUES from your company? What’s most important in your persona’s life? What convictions are driving behavior? © Persona Company
#5 Channel Usage CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? COMPANY VALUE What are specific needs What is the current and towards the market you’re potential value of this in? persona for your brand? Which pains and gains does What’s the trigger to buy the persona experience? CORE VALUES from your company? What’s most important in your persona’s life? What convictions are driving behavior? CHANNEL USAGE What channels are primarily used for orientation, purchasing and service? In what way? What’s the best way to approach? © Persona Company
#6 Communication CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? COMPANY VALUE What are specific needs What is the current and towards the market you’re potential value of this in? persona for your brand? Which pains and gains does What’s the trigger to buy the persona experience? CORE VALUES from your company? What’s most important in your persona’s life? What convictions are driving behavior? CHANNEL USAGE What channels are primarily used for orientation, purchasing and service? In what way? COMMUNICATION What’s the best way to What media? Focus on approach? online or offline? What tv channels, websites, magazines? What tone-of-voice has most appeal? © Persona Company
#7 Character CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? COMPANY VALUE What are specific needs What is the current and towards the market you’re potential value of this in? persona for your brand? Which pains and gains does What’s the trigger to buy the persona experience? CORE VALUES from your company? What’s most important in your persona’s life? What convictions are driving behavior? CHARACTER CHANNEL USAGE What channels are primarily What sociodemographics used for orientation, (gender, age, income, etc)? purchasing and service? In what way? What are psychographics (interests, hobbies, etc) COMMUNICATION What’s the best way to What media? Focus on approach? online or offline? What tv channels, websites, magazi nes? What tone-of-voice has most appeal? © Persona Company
Overview of 7C’s CATEGORY BEHAVIOUR CATEGORY COMPANY NEEDS VALUE CORE VALUES CHARACTER CHANNEL USAGE COMMUNI- CATION © Persona Company
Persona Roadmap Next steps: make sure your persona’s are embraced by the organisation 1 2 3 Develop persona’s Vivid communication Working with persona’s • Write a ‘persona story’: • Inspire the organisation • Train your teams: what does your persona’s with posters, film, actors acquisition, brand life look like, what role and a kickoff event. communication, product does your brand play? management, etc. • Create a platform to share learnings © Persona Company
1 Example ‘Persona Story’ Profile ‘Fleur’ Living situation Life philosophy Media usage © Persona Company
2 Examples Communication Poster Film Live performance actor © Persona Company
3 Training and tools Need map ‘Pains & Gains’ Customer journey Campaign design © Persona Company
Good luck! © Persona Company
Follow us!! PERSONA COMPANY Feike de Boerlaan 199 1019WG Amsterdam www.personacompany.com +31 6 54 760 786 info@personacompany.com © Persona Company

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How to build a persona - Introduction of the 7C model

  • 1. How to build a persona Introduction of the 7C-Model © Persona Company
  • 2. This is how most organisations see customers… Segmentations CRM systems © Persona Company
  • 3. What if we could see them as persons? © Persona Company
  • 4. Persona’s are archetypes of a market segment © Persona Company
  • 5. Create multiple persona’s, but not too many FLEUR BERT WILMA “Only if it’s safe and “I want to pick and mix “No hassle!” reliable” myself” © Persona Company
  • 6. Persona’s should not be made up. Research! © Persona Company
  • 7. What aspects to conduct research on? 7C’s CATEGORY BEHAVIOUR CATEGORY COMPANY NEEDS VALUE CORE VALUES CHARACTER CHANNEL USAGE COMMUNI- CATION © Persona Company
  • 8. #1 Core Values CORE VALUES What’s most important in your persona’s life? What convictions are driving behavior? © Persona Company
  • 9. #2 Category Needs CATEGORY NEEDS What are specific needs towards the market you’re in? Which pains and gains does the persona experience? CORE VALUES What’s most important in your persona’s life? What convictions are driving behavior? © Persona Company
  • 10. #3 Category Behaviour CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? What are specific needs towards the market you’re in? Which pains and gains does the persona experience? CORE VALUES What’s most important in your persona’s life? What convictions are driving behavior? © Persona Company
  • 11. #4 Company Value CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? COMPANY VALUE What are specific needs What is the current and towards the market you’re potential value of this in? persona for your brand? Which pains and gains does What’s the trigger to buy the persona experience? CORE VALUES from your company? What’s most important in your persona’s life? What convictions are driving behavior? © Persona Company
  • 12. #5 Channel Usage CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? COMPANY VALUE What are specific needs What is the current and towards the market you’re potential value of this in? persona for your brand? Which pains and gains does What’s the trigger to buy the persona experience? CORE VALUES from your company? What’s most important in your persona’s life? What convictions are driving behavior? CHANNEL USAGE What channels are primarily used for orientation, purchasing and service? In what way? What’s the best way to approach? © Persona Company
  • 13. #6 Communication CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? COMPANY VALUE What are specific needs What is the current and towards the market you’re potential value of this in? persona for your brand? Which pains and gains does What’s the trigger to buy the persona experience? CORE VALUES from your company? What’s most important in your persona’s life? What convictions are driving behavior? CHANNEL USAGE What channels are primarily used for orientation, purchasing and service? In what way? COMMUNICATION What’s the best way to What media? Focus on approach? online or offline? What tv channels, websites, magazines? What tone-of-voice has most appeal? © Persona Company
  • 14. #7 Character CATEGORY BEHAVIOUR What kind of solutions does your persona buy? Which brands? How much does your persona CATEGORY NEEDS spend? At what frequency? COMPANY VALUE What are specific needs What is the current and towards the market you’re potential value of this in? persona for your brand? Which pains and gains does What’s the trigger to buy the persona experience? CORE VALUES from your company? What’s most important in your persona’s life? What convictions are driving behavior? CHARACTER CHANNEL USAGE What channels are primarily What sociodemographics used for orientation, (gender, age, income, etc)? purchasing and service? In what way? What are psychographics (interests, hobbies, etc) COMMUNICATION What’s the best way to What media? Focus on approach? online or offline? What tv channels, websites, magazi nes? What tone-of-voice has most appeal? © Persona Company
  • 15. Overview of 7C’s CATEGORY BEHAVIOUR CATEGORY COMPANY NEEDS VALUE CORE VALUES CHARACTER CHANNEL USAGE COMMUNI- CATION © Persona Company
  • 16. Persona Roadmap Next steps: make sure your persona’s are embraced by the organisation 1 2 3 Develop persona’s Vivid communication Working with persona’s • Write a ‘persona story’: • Inspire the organisation • Train your teams: what does your persona’s with posters, film, actors acquisition, brand life look like, what role and a kickoff event. communication, product does your brand play? management, etc. • Create a platform to share learnings © Persona Company
  • 17. 1 Example ‘Persona Story’ Profile ‘Fleur’ Living situation Life philosophy Media usage © Persona Company
  • 18. 2 Examples Communication Poster Film Live performance actor © Persona Company
  • 19. 3 Training and tools Need map ‘Pains & Gains’ Customer journey Campaign design © Persona Company
  • 20. Good luck! © Persona Company
  • 21. Follow us!! PERSONA COMPANY Feike de Boerlaan 199 1019WG Amsterdam www.personacompany.com +31 6 54 760 786 info@personacompany.com © Persona Company