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.

4. Demonstrate the key differences between market segmentation and strategic segmentation

5. Debunk the myth of persona development and market segmentation

6. Demonstrate how to organize information to develop personas.

17. 3V

18. 3V

19. Value Customer Who to serve? 3V

20. Value Customer 3V Value Proposition What to offer?

21. Value Customer 3V Value Proposition Value Network How to deliver?

22. Value Customer 3V Value Proposition Value Network

23. Markets Which segments & geographies? Value Customer Industries Which product service categories? 3V Value Proposition Value Network

24. Markets + Industries = Persona Development

25. Markets + Industries = Marketing Segmentation

26. Persona Development is a form of Marketing Segmentation…

27. Persona Development is a form of Marketing Segmentation… …that sticks.

28. Persona Development

29. Identifier Variables Persona Development Response Variables

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)

38. After we gather our data, we organize it in a “Fact Pack”.

39. A “Fact Pack” looks like this.

40. Next we add up the inputs in the three categories.

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!

59. For those of you developing or redeveloping websites, the inputs from the Persona Reports can be used for Conversion Design. For instance…

60. …developing your Information Architecture…

61. …and the Plausible User Case Scenarios.

62. …but we’ll talk about that in the Conversion Design lecture series.

64. Follow the 70/30 rule to information organization.

65. Be objective.

66. Determine what customers matter to your business (and which ones don’t).

67. Transfer insights into your 2011 Operations Plan.

68. Every section of the Persona Report counts! It reflects demographic, geographic, psychographic and behavioral traits.

69. or visit us on Twitter @eboostconsults