This document discusses Channel 4 personas created for designers and others at the broadcasting organization. The personas are based on a survey of 1,800 UK respondents segmented into 8 groups based on attitudes. The personas include details on demographics, interests, device usage, and favorite shows to help understand different audiences. The document notes the personas were updated in 2012 to reflect evolving behaviors and the addition of a social media dimension. It emphasizes using real data, engaging others to construct personas, keeping them visual and up to date through iteration.

1. Welcome to UCD2012
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2. Channel 4 Personas
Creating a design tool for a broadcasting organisation

3. Who’s the audience?
• Designers (External and Internal)
• TV / Digital production companies
• Dev teams
• Commissioning Editors
• Heads of department
• Commercial Teams
• Ad Sales team

4. Main data source
• Original ‘Futureproof’ survey conducted by
Kantar in Q4 2010
• 1800 respondents, nationally representative
• Segmentation based on attitudes not just
demographic data
• 8 Segements found
Attitudes Behaviour and usage
Brands and Devices Favourite
Products shows

5. Channel 4 personas

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11. Value of personas
Who are the users? Content interests
Context - where will How will they be
the users be? using the service?

12. Keeping it up to date
• Original survey was in 2010
• Update conducted by Kantar in April 2012
• Segmentation based on attitudes not just
demographic data
• Addition of a social media dimension

13. The segments evolved
Similar attitudes, more use of VoD
Slightly older
Older and Younger groups, Vod Focus still
More Female, social networks
More Male, Slightly older
Even Gender, slightly younger
All have digital TV, even gender
More even age spread, focus on social

14. Summary
• Use as much real data as you can get
• Engage with others within your organisation to
help construct them
• Try to make them as visual as possible
• Keep them up to date – iterate
• Shout about them

16. Welcome to UCD2012
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Supported by
Supporters Sponsors Organiser