A persona in marketing is a fictitious person (user image) image with clear and detailed information.Points to.
Although it is a word that comes up frequently when designing strategies, many people may not understand its exact meaning or usage.
This time, I will explain the etymology and meaning of the word persona so that you can easily understand it.
What is written on this page
What is Persona
A persona is a typical user image of a service or product. It is necessary to set detailed information from age, hobby, life cycle to spouse information as if it really exists.
There is also a similar word "target", but it is necessary to set the information of the user image more concretely with persona. We will discuss the difference between targets and personas in more detail later.
Originally, the word persona was derived from the Latin word "persona", meaning "mask" used in Greek drama. From there,Swiss psychiatrist and psychologist Carl Gustav Jungwas proposed as a psychological term by
Jung defines a persona as an external aspect of oneself that is hidden within oneself.
If you look up persona in the Kojien dictionary, you will find that it is also described as "person/personality."
Including the advertising industry,persona marketing” is sometimes used.
As I mentioned at the beginning, this refers to a marketing style that creates a detailed image of the target person for the product or brand, and develops promotions, advertisements, and strategies for that person.
On this page, we will mainly treat this meaning as "persona" and proceed with the story.
Difference between persona and target
In terms of the target of services and products, you may think that persona and target mean the same thing.
What is a target?
The word "target" literally translates to "target" or "target", but in marketing, the target refers to the "expected customer base for a service or product."
I will give you a typical example.
For example, if you are asked to think of a target for a hamburger fast food restaurant,
- gender male
- Age Group: Young people in their teens to twenties
- Occupation: Student to busy working person
- Background: People who don't have time or need food between work
This is what you think.
*This is just an example
This is the target. Just from this alone, you can somehow imagine their tastes and tendencies.
Personas are more detailed than targets
But what if you were asked to think of a fast food restaurant persona for the same hamburger?
I'll actually list it.
- Name: Taro Tanaka
- gender male
- Age: 24
- Living area: I live in a one-room apartment in Tokyo, about a 15-minute walk from Hatagaya Station on the Toei Shinjuku Line.
- Company information: Work at "~~ securities company" in Tokyo, a 2-minute walk from "Otemachi" on the Tokyo Metro Chiyoda Line
- Spouse: None
- Hobbies: I like walking, and I often go to the city center on holidays.
- Annual income: 4.5 million yen
- Concern: My boss is not very enthusiastic about a new project I proposed.
- Meal trends: Most people cook for themselves during normal times, and tend to prefer eating out at restaurants on holidays.
Do you feel like this?
*This is an example only.
At this point, the amount of information is as if you were interviewing a close acquaintance.
in this wayBy setting a detailed background of the user, the movement of the user who is the actual persona will emerge, and it will be easier to imagine what kind of life the user has and the rhythm of their actions..
Advantages of Persona
Advantages of Persona 1. You can make objective judgments and have a user perspective
By setting personas, you will be able to understand what your customers feel and what they are looking for.
If you focus only on the development side and the sales side, you will think about things from a narrower perspective than you think. Use personas to make objective decisions.
Advantages of personas 2. Images and sharing between people in charge becomes easier
Having a clear image of the customer will help reduce misunderstandings among staff members.
By having multiple members have the same image, the progress of measures and sharing of images will be smooth.
Things to keep in mind when creating personas
Note 1. Don't draw a persona based on your own beliefs
In the background of products and services, there is an ideal image that is like a half-wish, "I want these people to use and use it." Having a good image is good, but knowing real users is also important.
Let's actually take a survey and check word-of-mouth on the web and SNS.Reduce gaps in the market by accepting realistic and harsh opinions and imagesIt leads to
Note 2. Make the persona settings not too complicated
Compared to the target, it requires a certain amount of specific and detailed settings.
just,Fear of mistaking the direction due to being too conscious of detailed settingsthere is. Don't think about unnecessary elements and draw an appropriate persona.
Note 3. Review personas regularly
Once you've set up your personas, revisit them regularly.
Our lives and trends are changing day by day. Likewise, user tastes and needs are subtly changing.
Collect data regularly and check for discrepancies.
By using personas that are more detailed than your target audience, you can learn what real users are feeling and need.
If your marketing doesn't go as planned, start by setting up personas and getting to know your users' feelings.
If you have any questions after reading the article, feel free to Twitter (@kaznak_com) Etc., please ask.