08.12.2020
Formation of psychological archetype profiles per target group clusters
The added value and importance of personae in customer-centric business development are mostly known. Resources for their creation seem so easily rationable because these archetypal users can be derived by marketeers themselves with the help of creativity techniques. However, if they are to be the basis for product development, content creation, marketing, and customer care, they would have to be really accurate.
Poor market research is even worse than no market research at all...
...because wrong results lead into the wrong direction while...
...no results allow the efficient use of resources (with any luck) at least by 'trail & error'.
BIFI takes the approach of developing personae based on empirical data - namely, the experience and behavior of real people 'in the field'. The method for this is also unique because for the first time it places quantitative methods chronologically before qualitative methods.
To create the personae, data is first collected via a representative quantitative survey. All theoretically relevant criteria for a target group can be included here: What shoe size do the participants have? How long do they go on vacation? How much online shopping do they do in winter?
Capturing the 'hard facts' via resilient numbers: The skeleton emerges
The large amount of data is examined for their structural differences via a statistical cluster analysis. The analysis tells us which of the criteria have the power to clearly separate the groups and which do not. The result is various groups that differ in their behavior with respect to the product.
Capturing 'soft facts' via in-depth interviews: "It comes to life."
The cluster specification tells us exactly how the criteria for each group turned out. This allows the recruitment of interviewees to find targeted individuals from each subgroup. Qualitative methods can be used in a further step to bring the target group analysis to life, for example, by collecting anecdotes and quotes about on-site visits and activity monitoring. The living or working situation, interior, aids, brands used and much more are analyzed. We arrive at deep insights into the living conditions, worlds of meaning and motivational structures of the subgroups.
The crystal clear image of the customer "King" is brought to the screen
The results are posters, room or mannequin decorations. The ideas of the exemplary target group members are thus incorporated into the everyday life of the company and the thought patterns of the employees and the product presentation.
