Strategic Target and Persona
Services / workshops
Customer needs, desires and expectations are increasingly diverse and continuously changing. In this context, a well-defined customer target is more important than ever. Your products and marketing initiatives must be designed to cut through the clutter and delight this customer. This can not happen until we know exactly who we want to reach.
Identify and select the strategic target and prospects that will fuel your product’s growth.
What is a Strategic Target and Persona?
A strategic target is a segment or group of people who share common drivers of choice for your product. While often segmentation is done on demographics or interest, most of the time these characteristics do not drive choices. Or is your choice of shampoo due to you being 38 years old and living in an urban area?
The drivers we typically explore include needs, desired experiences, occasions, barriers to trial and usage, and attitudes. Since within a strategic target you will find subsets of audiences, we cluster the ones with similar drives of choice and bring them to life with a vivid description: the Persona. The persona serves to inspire innovation and marketing. When well executed it will boost your results in driving trial and loyalty.
Inspire marketing and
innovation or marketing
to your audience
Selecting your strategic target and describing relevant personas require solid quantitative
and qualitative data. These underpin this workshop, and if not available, will have to be
elaborated prior to kick-off.
Segmentation data and good knowledge of customer
Draft their persona(S)
Refine innovation and marketing strategy with these personas in mind
We know your time is valuable, so all our programs are streamlined and tackle your issues with no “filler content.”
Whenever possible, we use the sprint format to tackle the challenges at hand.”