Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!
CREATINGPERSONAS
CRAFTINGEXPERIENCE
Dr. Pamela Rutledge
Dr. Jerri Lynn Hogg
The Psychology of Engagement
Through Audience Profiling

DEFINE ENGAGEMENT
RATIONALE FOR
PERSONAS
7 STEPS TO PERSONA
DEVELOPEMENT
1
2
3

WHATIS
ENGAGEMENT?

Engagement =
(Your audience +
your goal)

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

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!10

WHATISA
PERSONA?
A model, archetype or a
representation of your customer
–  Goals
–  Beliefs and values
–  Behaviors

WHYPERSONAS?Exposes assumptions
Forces you to be specific
Creates a clear image

Your brain is wired to
read minds
Most people suck at it
GOODNEWS
BADNEWS

COGNTIVE DISCONNECTS
I’m lazy
I use shortcuts
I assume others are the same
as me
I use what I know best -- me

THEVALUEOFINVESTING
INPERSONAS
•  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
relationshipUnderstand business
challenges

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

1DEFINEYOURGOAL

2ADHOCPERSONA

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”

CAPTURETHEIRSTORY

3WHEREARETHEY?
WHATARETHEY
SAYING?

LISTENON
SOCIAL
NETWORKS

BOARDREADER.COM

FACEBOOK
SEARCH

SOCIALMENTION.COM

TWITTERSEARCH

4WHATDOYOUNEED
TOKNOW?

If I had asked people what
they wanted, they would have
said faster horses.
FINDINGTHE
RIGHT
QUESTIONS

AVOIDBULLSHIT*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

EXPAND
THESEARCH
•  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

5ANALYZINGYOUR
DATA

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

AFFINITYMAPS

leximancer
DEDOOSE

LEXIMANCER

Dude,
do
you

think
Mary
would

really
say
that?

6FINALIZINGYOUR
PERSONA

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

7PERSONA-BASED
STRATEGY

HOWDOYOUUSE
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

CREATINGPERSONAS|CRAFTINGEXPERIENCE
THANKYOU
Dr. Jerri Lynn Hogg
Dr. Pamela Rutledge

Psychology of Engagement through Audience Profiling Using Personas

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