This phase goes beyond assessing the market and involves in-depth exploration and segmentation of the customers who comprise it - - who are they, what are their needs, desires and aspirations, what motivates them, what are their fears, barriers or concerns, how they do purchase/acquire the product or service, how do they use it, how do they perceive the category and the brands serving it?
The answers to these questions can help set the direction for how you potentially design products and services to best meet customer needs, how you reach these customers, how you talk to them and how you service them.
This segmentation research and persona development is ideally served with a hybrid qualitative + quantitative approach. This process produces powerful, embodied results.
Hypothetical Segment Summary:
Hypothetical Persona Summary:
“My phone is how I connect to my circle, it’s an extension of who I am. I can easily share my life with my friends and family and feel connected at all times.”
26 years old | Web designer | Gets a new phone every year | Socially connected
|I could not live without my cell phone|
|My cell phone is important to my social life|
|My cell phone is more of a business tool than a way to stay in touch with family and friends|
|My phone is the main way I stay connected to my circle|
|Cell phones are only for practical purposes|
|I rely on technology for entertainment|
|I don’t mind spending more to have the latest technology|