More Related Content Similar to How to build a persona - Introduction of the 7C model (20) More from Ralph Poldervaart (19) How to build a persona - Introduction of the 7C model1. How to build a persona
Introduction of the 7C-Model
© Persona Company
2. This is how most organisations see customers…
Segmentations CRM systems
© Persona Company
3. What if we could see them as persons?
© Persona Company
5. Create multiple persona’s, but not too many
FLEUR BERT WILMA
“Only if it’s safe and “I want to pick and mix
“No hassle!”
reliable” myself”
© Persona Company
7. What aspects to conduct research on? 7C’s
CATEGORY
BEHAVIOUR
CATEGORY COMPANY
NEEDS VALUE
CORE
VALUES
CHARACTER CHANNEL
USAGE
COMMUNI-
CATION
© Persona Company
8. #1 Core Values
CORE VALUES
What’s most important in
your persona’s life?
What convictions are driving
behavior?
© Persona Company
9. #2 Category Needs
CATEGORY NEEDS
What are specific needs
towards the market you’re
in?
Which pains and gains does
the persona experience? CORE VALUES
What’s most important in
your persona’s life?
What convictions are driving
behavior?
© Persona Company
10. #3 Category Behaviour
CATEGORY
BEHAVIOUR
What kind of solutions does
your persona buy? Which
brands?
How much does your persona
CATEGORY NEEDS spend? At what frequency?
What are specific needs
towards the market you’re
in?
Which pains and gains does
the persona experience? CORE VALUES
What’s most important in
your persona’s life?
What convictions are driving
behavior?
© Persona Company
11. #4 Company Value
CATEGORY
BEHAVIOUR
What kind of solutions does
your persona buy? Which
brands?
How much does your persona
CATEGORY NEEDS spend? At what frequency?
COMPANY VALUE
What are specific needs What is the current and
towards the market you’re potential value of this
in? persona for your brand?
Which pains and gains does What’s the trigger to buy
the persona experience? CORE VALUES from your company?
What’s most important in
your persona’s life?
What convictions are driving
behavior?
© Persona Company
12. #5 Channel Usage
CATEGORY
BEHAVIOUR
What kind of solutions does
your persona buy? Which
brands?
How much does your persona
CATEGORY NEEDS spend? At what frequency?
COMPANY VALUE
What are specific needs What is the current and
towards the market you’re potential value of this
in? persona for your brand?
Which pains and gains does What’s the trigger to buy
the persona experience? CORE VALUES from your company?
What’s most important in
your persona’s life?
What convictions are driving
behavior?
CHANNEL USAGE
What channels are primarily
used for orientation,
purchasing and service? In
what way?
What’s the best way to
approach?
© Persona Company
13. #6 Communication
CATEGORY
BEHAVIOUR
What kind of solutions does
your persona buy? Which
brands?
How much does your persona
CATEGORY NEEDS spend? At what frequency?
COMPANY VALUE
What are specific needs What is the current and
towards the market you’re potential value of this
in? persona for your brand?
Which pains and gains does What’s the trigger to buy
the persona experience? CORE VALUES from your company?
What’s most important in
your persona’s life?
What convictions are driving
behavior?
CHANNEL USAGE
What channels are primarily
used for
orientation, purchasing and
service? In what way?
COMMUNICATION What’s the best way to
What media? Focus on approach?
online or offline? What tv
channels, websites,
magazines?
What tone-of-voice has
most appeal?
© Persona Company
14. #7 Character
CATEGORY
BEHAVIOUR
What kind of solutions does
your persona buy? Which
brands?
How much does your persona
CATEGORY NEEDS spend? At what frequency?
COMPANY VALUE
What are specific needs What is the current and
towards the market you’re potential value of this
in? persona for your brand?
Which pains and gains does What’s the trigger to buy
the persona experience? CORE VALUES from your company?
What’s most important in
your persona’s life?
What convictions are driving
behavior?
CHARACTER CHANNEL USAGE
What channels are primarily
What sociodemographics
used for orientation,
(gender, age, income, etc)?
purchasing and service? In
what way?
What are psychographics
(interests, hobbies, etc)
COMMUNICATION What’s the best way to
What media? Focus on approach?
online or offline? What tv
channels, websites, magazi
nes?
What tone-of-voice has
most appeal?
© Persona Company
15. Overview of 7C’s
CATEGORY
BEHAVIOUR
CATEGORY COMPANY
NEEDS VALUE
CORE
VALUES
CHARACTER CHANNEL
USAGE
COMMUNI-
CATION
© Persona Company
16. Persona Roadmap
Next steps: make sure your persona’s are embraced by the organisation
1 2 3
Develop persona’s Vivid communication Working with persona’s
• Write a ‘persona story’: • Inspire the organisation • Train your teams:
what does your persona’s with posters, film, actors acquisition, brand
life look like, what role and a kickoff event. communication, product
does your brand play? management, etc.
• Create a platform to
share learnings
© Persona Company
17. 1 Example ‘Persona Story’
Profile ‘Fleur’ Living situation
Life philosophy Media usage
© Persona Company
18. 2 Examples Communication
Poster Film
Live performance actor
© Persona Company
19. 3 Training and tools
Need map ‘Pains & Gains’ Customer journey Campaign design
© Persona Company
21. Follow us!!
PERSONA COMPANY
Feike de Boerlaan 199
1019WG Amsterdam
www.personacompany.com
+31 6 54 760 786
info@personacompany.com
© Persona Company