Communicating to Diverse Audiences: Persona Development

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Transcript of Communicating to Diverse Audiences: Persona Development

  • Communicating to Diverse Audiences: Persona DevelopmentMegan Homeyer, Billy McKim, & Holli Leggette

    Texas A&M University

  • The Problem?

    There is a communication gap between the growing adult population and the shrinking agriculture population.

    82.7% of the U.S. population lives in urban areas (Worldometers, 2016)

    Most Americans are at least one or more generations removed from the farm or ranch (Dimitri, Effland, & Conklin, 2005).

  • Agriculture sometimes uses the hypodermic needle model of communicating (Evans, 1985) that injects information one direction.

    This is not effective

    What is a better way of communicating?

    The Problem?

  • The Solution?

    Create a person that represents a group of people

    Allows communicators to create messages for specific groups

    Are a way to tailor information to targeted audiences

    Learn how to speak their language (start out on the same page)

    Personas

  • The Solution?

    Emphasizes the unique individuals you are trying to connect to

    Help focus and aid communication

    Provide empathy and a human element to the design stage

  • The Solution?

    Personas need to be: Life-like

    Consistent

    Representative

    Data-driven

  • Persona Lifecycle

    Adlin & Pruitt, 2010

    Family Planning

    Development of research idea

    Gestation

    Creation & development of personas

    Birth and Maturation

    Introduction of personas

    Adulthood

    Personas are active and utilized

    Retirement

    Evaluate usefulness of personas

  • Create a team

    Identify goals What do you want your persona(s) to accomplish?

    Improve the process of team communication

    Improve communication to audiences

    Improve organization

    Family Planning

  • Create an action plan Define scope of project

    Data Existing (internal and external)

    Original

    Secondary

    Stay organized

    Family Planning

  • Family Planning

    Description Date Source Incorporated?

    Primary Interview 2/02/16 Resp_001 Yes

    Questionnaire 4/18/16 Resp_004 Yes

    Existing perspectives of agriculture

    5/22/14 Tegan, et al., 2014

    Yes

  • Gestation

    1. What are existing stereotypes? Helps structure data processing

    Builds bridge between what is currently thought and created personas

    2. Process data Identify themes

    Gestation

  • Different methods of collecting data for creation of personas: Ad Hoc

    In-depth interviews

    Surveys

    Q Sort

    Combination

    Gestation

    Gestation

  • 3. Create initial persona Brief

    4. Validate

    Gestation

    Gestation

  • Create communication strategy

    Introduction of the persona

    Implement and continue to develop

    Birth and Maturation

  • Personas are being used

    Educating team on how to utilize the personas

    Keep planning, designing, and evaluating

    Adulthood

  • Measure effectiveness

    Are the data still accurate?

    Either continue with current personas or transition to a new project

    Retire the personas

    Retirement

  • What goes into a persona?

  • ThoughtsBeliefs

    OpinionsAttitudes

    GenderYOBRace

    IncomeEducation Level

    ContentMedium

    Times Access

    Psychographics

    Psychographics

    Demographics

    Demographics

    Media Consumption

    Media Consumption

  • Personas

    Psychographics

    Psychographics

    Demographics

    Demographics

    Media Consumption

    Media Consumption

  • Example

    Psychographics

    Psychographics

    Demographics

    Demographics

    Media Consumption

    Media Consumption

    (Mobly, 2016)

  • No definite stance on animal use or animal rights

    Can be found on Facebook or YouTube

    Familiar with the web

    Easily influenced

    The Follower

  • Has a love for animals, but are not animal activists

    Believe the food industry requires improvement

    Use the internet and YouTube

    Familiar with Facebook, but does not access frequently

    Listens to radio daily

    Compassionate Information

    Seeker

  • The Visual Learner

    Likes images (Instagram) [Survey]

    Does not like newspapers or magazines [Survey]

    Supports animal agriculture, but more for food than rodeo [Q Sort]

  • The Follower

    Unsure of stance on animal use and/or animal rights

    Mobly, 2016

    Target on Facebook or YouTube

    Increase engagement with videos

  • Compassionate Information Seeker

    Mobly, 2016

    Cares for animals, but not activist

    Most familiar with YouTube and Web

    Food industry needs improvement

    Alternative platform is Facebook

  • The Visual Learner

    Target on Instagram or other image-heavy platforms

    Do not try to engage through paper-based platforms

    Positive attitude toward animal use and consumption

    Undecided on the use of animals for entertainment

    Mobly, 2016

  • Family Planning RetirementAdulthoodBirth and MaturationGestation

    The Next Step

  • Initial Personas

    Traditionalist

    Organic Believer

    Opinionated Learner

    Health Conscious

    Indifferent

    Traditionalist

    ?

  • Psychographics

    Psychographics

    Demographics

    Demographics

    Media Consumption

    Media Consumption

  • Traditionalist

    Organic Believer

    Opinionated Learner

    Health Conscious

    Indifferent

    Traditionalist

    Unaware

    Easily Influenced

  • Family Planning RetirementAdulthoodBirth and MaturationGestation

    Future Research

  • Some things to remember

    Personas are a means to an end, not THE end

    Can be a useful tool, but not infallible

    Numerous methods to create personas

    Time consuming

  • Lets talk

    Megan Homeyermhomeyer14@tamu.edu