AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
CREATING PERSONAS CRAFTING EXPERIENCE
Dr. Pamela Rutledge Dr. Jerri Lynn Hogg
The Psychology of Engagement Through Audience Profiling
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
DEFINE ENGAGEMENT RATIONALE FOR PERSONAS 7 STEPS TO PERSONA DEVELOPEMENT
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2
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AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
WHAT IS ENGAGEMENT?
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
Engagement = (Your audience +
your goal)
WHO IS YOUR AUDIENCE?
DEMOGRAPHICS
PSYCHOGRAPHICS
SOCCER MOM • Suburban homeowner • College educated with
professional career now devoted to raising family
• Upper middle class • Activity-laden lifestyle • Drives minivan • Watches Ellen • Posts regularly on Facebook
GOING DEEPER
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!10
WHAT IS A PERSONA?
A model, archetype or a representation of your customer
– Goals – Beliefs and values – Behaviors
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
WHY PERSONAS? Exposes assumptions Forces you to be specific Creates a clear image
Your brain is wired to read minds Most people suck at it
GOOD NEWS
BAD NEWS
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
COGNTIVE DISCONNECTS I’m lazy
I use shortcuts
I assume others are the same as me
I use what I know best -- me
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
THE VALUE OF INVESTING
IN PERSONAS • Focus on real
people to create empathy
• Build consensus and commitment
customer
design sales
Personas build consensus and
commitment
Develop empathy for customers
Customer-centric relationship Understand business
challenges
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
STEPS TO BUILD & USE A PERSONA 1. What is your goal? 2. Creating a hypothesis: The Ad Hoc persona 3. Where are they? 4. What is important to know about them? 5. Testing the hypothesis 6. Finalizing the persona 7. Creating a persona-based strategy
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
1 DEFINE YOUR GOAL
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
2AD HOC PERSONA
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
Persona’s name A tag line for the persona
• Who are they? • What is their background? • What is their context? • What’s important to
them? • What are their pain points
and frustra=ons?
Key goals & needs • Goals • Mo=va=ons • Drivers • Needs
A picture or photo of the
persona
“A quote the persona might say”
CAPTURE THEIR STORY
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
3WHERE ARE THEY? WHAT ARE THEY SAYING?
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
LISTEN ON
SOCIAL NETWORKS
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FACEBOOK SEARCH
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AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!TWITTER SEARCH
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
4WHAT DO YOU NEED TO KNOW?
If I had asked people what they wanted, they would have said faster horses.
FINDING THE RIGHT QUESTIONS
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
AVOID BULLSHIT* PERSONAS Look for answers to questions like: • I am a… • I want to be a… • I can do… • I’m not a… • I really like to … • I need to …
*Thank you Bolt | Peters
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
EXPAND
THE SEARCH
• Look for the stories
• Define the terms
What does a “Better
Life” mean?
Time with
family
Financial security
Travel the world
More career options
Social life
FOCUSING SEARCH TERMS
Aging parents, cognitive
impairment, retirement
Technology, sandwich generation
Boundaries, Fatigue, stress,
cognitive testing, home care
Problems at home
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
5 ANALYZING YOUR DATA
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
1. Start simple 2. Read and rank blog
and micro-blog posts 3. Rank
– Positive – Neutral – Negative
4. Use an Excel template and chart to start to visualize what is being said
BE PRACTICAL
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leximancer
DEDOOSE
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AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
Dude, do you think Mary would really say that?
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
6FINALIZING YOUR PERSONA
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
IDENTITY: Balancing perceptions of self as good daughter with good mother and wife Wants to feel competent and knowledgeable for parents Adjusting to changing roles
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
7 PERSONA-BASED STRATEGY
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
HOW DO YOU USE
PERSONAS? • Articulate Goals and
Improve Decisions – Strategy – Spending – Metrics
• Results – Challenge misconceptions – Stop internal debates – Focus efforts – Improve marketing
messages, programs and distribution
– Better serve your audience
Ad Hoc Persona
Research & Adjust Persona
Share Persona & Integrate feedback
Persona-Based
Strategy
PERSONA PROCESS
1. You are not your customer 2. Ad Hoc personas articulate your
assumptions 3. Social media gives you the ability
to “listen” and test at low cost 4. Focus on psychological
fundamentals 5. Use data to adjust your
assumptions 6. Design for your persona 7. Measure and adapt
AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
CREATING PERSONAS | CRAFTING EXPERIENCE
THANK YOU Dr. Jerri Lynn Hogg Dr. Pamela Rutledge
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