psychology of engagement through audience profiling using personas

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

CREATING PERSONAS CRAFTING EXPERIENCE

Dr. Pamela Rutledge Dr. Jerri Lynn Hogg

The Psychology of Engagement Through Audience Profiling

DEFINE ENGAGEMENT RATIONALE FOR PERSONAS 7 STEPS TO PERSONA DEVELOPEMENT

WHAT IS ENGAGEMENT?

Engagement = (Your audience +

your goal)

WHO IS YOUR AUDIENCE?

DEMOGRAPHICS

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

GOING DEEPER

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

WHAT IS A PERSONA?

A model, archetype or a representation of your customer

–  Goals –  Beliefs and values –  Behaviors

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

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

GOOD NEWS

BAD NEWS

COGNTIVE DISCONNECTS I’m lazy

I use shortcuts

I assume others are the same as me

I use what I know best -- me

THE VALUE OF INVESTING

IN PERSONAS •  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 relationship Understand 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

1 DEFINE YOUR GOAL

2AD HOC PERSONA

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”

CAPTURE THEIR STORY

3WHERE ARE THEY? WHAT ARE THEY SAYING?

LISTEN ON

SOCIAL NETWORKS

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FACEBOOK SEARCH

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

4WHAT DO YOU NEED TO KNOW?

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

FINDING THE RIGHT QUESTIONS

AVOID BULLSHIT* 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

THE SEARCH

•  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

5 ANALYZING YOUR 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

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leximancer

DEDOOSE

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

Dude, do you think Mary would really say that?

6FINALIZING YOUR 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

7 PERSONA-BASED STRATEGY

HOW DO YOU USE

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

CREATING PERSONAS | CRAFTING EXPERIENCE

THANK YOU Dr. Jerri Lynn Hogg Dr. Pamela Rutledge

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