Marketing > Insightologist Insightologist® Insightologist.com > Customer Insight - Customer PersonasCustomer Insight - Customer Personas
Identifying and characterizing customer personas can be daunting. You need market insight, time and a structured approach. Artificial intelligence can do a lot of the legwork here and it can fill some gaps.
Preparation - what you need to get started
chatGPT (I used GPT-4 July 20 Version) or Bard or similar LLM (large language model - a machine learning term) chat bot.
A clear understanding what you want to use the personas for. Definition of a buyer persona.
The prompt template - replace the variables
You are a seasoned user experience designer with over two decades of expertise in audience analysis. For the context provided, list ten potential audiences, considering various demographic and psychographic factors. Structure your response in a table format, detailing their Profession, Age, and specific Needs. Context: [What do you need personas for?]
Example - prompt individualized
You are a seasoned user experience designer with over two decades of expertise in audience analysis. For the context provided, list ten potential audiences, considering various demographic and psychographic factors. Structure your response in a table format, detailing their Profession, Age, and specific Needs. Context: [Sustainability report for industrial company]
Result - initial list of potential personas (delete, add, refine)
| No | Profession | Age | Specific Needs |
|---|---|---|---|
| 1 | Industrial Engineer | 30-50 | Understanding of environmental impacts of production processes |
| 2 | Environmental Scientist | 25-45 | Detailed data on pollution metrics, waste management, and energy |
| 3 | Corporate Investor | 40-65 | Insight into company’s long-term sustainability and risk |
| 4 | Government Regulator | 35-60 | Compliance information, adherence to environmental regulations |
| 5 | NGO Activist | 20-40 | Transparent data on company’s footprint, social responsibility |
| 6 | Journalist | 25-55 | Clear, verifiable data for reporting and in-depth stories |
| 7 | Student/Researcher | 18-30 | Comprehensive data for academic papers, projects |
| 8 | Local Community Member | All Ages | Impacts on local environment, community engagement efforts |
| 9 | Supply Chain Partner | 30-55 | Insights into sustainable practices, collaboration opportunities |
| 10 | Corporate Executive | 40-70 | Overall sustainability performance, areas of improvement |
Now review, adjust, add additional personas and content and delete redundant ones. Focus on 3-4 personas.
Follow-up prompt - use table content in variables (Profession, Specific Needs)
You are an expert user experience designer. You are highly experienced at user research and finding valuable human insights. Write me a user persona for [PROFESSION], who [SPECIFIC NEEDS], include a short biography, their goals, their needs and wants, their painpoints, their motivations, who influences them the most and how they acquire knowledge and insights, using which preferred channels and deliverables. Also, provide a score from 1 to 10 for the following categories: technology, ambition, and happiness.
Result - Number 10. content was used (copy/paste) for variables [PROFESSION], who [SPECIFIC NEEDS]
Name: Vanessa Smith
Short Biography:
Vanessa is a 45-year-old Corporate Executive of a large multinational company. With an MBA from Stanford and over 20 years in the corporate world, she's seen the importance of sustainability evolve from a buzzword to a business imperative.
Goals:
Enhance the company's sustainability measures.
Align sustainability initiatives with the company's overall business strategy.
Improve the company's reputation and stakeholder relations.
Needs and Wants:
Accurate, timely data on sustainability metrics.
Clear roadmaps for implementing sustainable practices.
Training and resources to promote sustainability within the company.
Pain points:
Balancing short-term profit with long-term sustainable growth.
Overcoming resistance to change within the organization.
Keeping up with constantly evolving sustainability standards and benchmarks.
Motivations:
Ensuring the company remains competitive in an eco-conscious market.
Personal belief in leaving a positive legacy for future generations.
Pressure from stakeholders for more transparency and responsibility.
Most Influenced By: Stakeholders (investors, partners, customers), sustainability experts, and top management peers.
Acquiring Knowledge & Insights:
Preferred channels: Industry conferences, expert-led workshops, academic journals, and reputable business news sources.
Deliverables: Comprehensive reports with actionable insights, case studies of successful sustainable practices, and workshops/seminars from experts in the field.
Scores:
Technology: 9 (Stays updated with the latest tech solutions for business and sustainability)
Ambition: 10 (Driven to lead her company to the forefront of sustainable practices)
Happiness: 7 (Content with her achievements but feels the weight of the challenges ahead)
You can now further refine the personas based on internal experience. And use a designed template to plot the content in.
Use a template to copy/paste the information in and to develop the persona further.
Marketing > Insightologist Insightologist® Insightologist.com > Customer Insight - Customer Personas