This document outlines the key components of developing personas through the 3V methodology. It demonstrates how to organize information from internal interviews, external interviews, and external research into persona reports. The document highlights that persona development is a form of strategic market segmentation that provides essential insights for conversion design and plausible user scenarios. It includes an example persona report created for a mountain biking website to illustrate the process.
30. Consumer Market Identifier Variables Business Market Persona Development Response Variables
31. Demographic Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Response Variables
32. Demographic Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Response Variables Behavioral
33. Demographic Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Benefits Desired Application or Usage Situation Response Variables Behavioral Sensitivity to Marketing Mix Purchasing Behavior
34. These are the inputs you MUST gather in your research phase. Demographic Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Benefits Desired Application or Usage Situation Response Variables Behavioral Sensitivity to Marketing Mix Purchasing Behavior
35. Specifically… Demographic Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Benefits Desired Application or Usage Situation Response Variables Behavioral Sensitivity to Marketing Mix Purchasing Behavior
36. We gather information from three sources: Demographic Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Benefits Desired Application or Usage Situation Response Variables Behavioral Sensitivity to Marketing Mix Purchasing Behavior
37. Three Sources of Information Internal Interviews (conducted with the company team) External Interviews (conducted with current and prospective customers) External Research (databases, market research sources)
40. Next we add up the inputs in the three categories.
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51. To illustrate, let’s see an example created by Intern Chris for one of his class projects. He created a site called mountainbikingsandiego.com and developed a persona for it. So meet Bill!
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59. For those of you developing or redeveloping websites, the inputs from the Persona Reports can be used for Conversion Design. For instance…
