creating a strategy_to_reach_your_target_market
TRANSCRIPT
CREATING A STRATEGY TO TARGET YOUR USER
WITH TELECOMMUNICATIONS, THE DISTANCE BETWEEN POINTS IN THE NETWORKHAS REDUCED SIGNIFICANTLY.
TIME AND SPACESTORY & PARTICIPATIONARE LESS IMPORTANT THAN
TODAY, CUSTOMER EXPERIENCE IS TRANSFORMING BUSINESSES.
1900-1960
AGE OF MANUFACTURING
AGE OFDISTRIBUTION
1960-1990
AGE ORINFORMATION
1990-2010
AGE OFTHE CUSTOMER
2010-?
High Relevance
Low Relevance
High Differentiation
Low Differentiation
Cost Driven Premium
CUST
OM
ER N
EED
S
POSI
TIO
NED
CO
MPE
TITI
VEL
Y
PRICING STRATEGY
AGRARIANCore Commodities
EARLY INDUSTRIALBasic Goods
LATE INDUSTRIALEssential Services
INFORMATION SERVICEOptimum Experiences
THE PROGRESSION OF ECONOMIC VALUE
Customization
Customization
Commod
itizati
on
Commod
itizati
on
Commod
itizati
on
THE CONSUMER IS INFORMED, IN CONTROL AND ENGAGES WHEN HE/ SHE FEELS LIKE IT The traditional view of brands telling consumers what they should know, is gone. They have little control over what is said about them.
CONSPIRING MORE THAN FOLLOWINGConsumers cultivate lines of sight to information and ideas that reinforce a sense of identity and kinship.
REACHING THEM IS A CHALLENGE, ESTABLISHING DIFFERENTIATION IS EVEN MORE DIFFICULT
OLDDemographics
TestingA vs. B
Historical DataSurveillance
CultureDiscoveryNarrativeReal-Time DataSousveillance
NEW
FUNCTIONAL
RELIABLE
CONVENIENT
PLEASURABLE
MEANINGFUL
USABLE
Focusd onEXPERIENCES
(People, Activites, Context)
Focusd onTASKS
(Products, Features)
Has personal significance
Memorable Experience
Easy to use, Intuitive
Can be used without difficulty
Is available & accurate
Work as programmed
OBJECTIVE / QUANTIFIABLE
SUBJECTIVE / QUALITATIVE
PERFORMANCE
VALUES
EMOTIONS
IDENTITY
WHAT DOES RELEVANCE TO THE USER MEAN?
? WHAT DOES YOUR BUSINESS DO?
? AND WHY?
KODAK WAS IN THE BUSINESS OF IMAGING
AND NOT IN THE BUSINESS OF FILM ROLLS
Consumerresearch
Deep consumer insight, observation and intuition
TO CREATE RELEVANCE, WE REALLY NEED TO KNOW OUR USERS!
Think
FeelDo
Empathy
Opportunities
Insight
New business ideas
BUT DO WE KNOW OUR TARGET USER?
SEGMENTATION: MARKETING VS. PERSONAS
THE MYTH OF AVERAGE CONSUMERThe average user does not exist. Within user segment there are di�erent kinds of user groups.
Less of MoreTHE LONG TAIL
Bring FOCUS
Build EMPATHY
Encourage CONSENSUS
Create EFFICIENCY
THERE IS A NEED TO
METHODOLOGIESPersonasScenariosUsability TestsEthnographyUser ResearchPrototypingCo-CreationParticipatory Design
“A persona is a user archetype you can use to help guide decisions about product features, naviga-tion, interactions, and even visual design.” - Kim Goodwin, Cooper
Personas are a representative behavior and activ-ity pro�le for a customer base. They are contex-tual and speci�c to the particular application or service.
DemographicsPsychographicsWebographicsRelationship with the businessSpeci�c Goals / Needs Context of UsageInteraction of UsageInformation of UsageEmotional Goals of usageSensory / Immersive character of usageAccessibility issues
PERSONAS INGREDIENTS
PERSONAS
Understand the people behaviour
SEGMENT
Sell to People
Age
Income
Gender
Other Demographics
Goals
Behaviors
Attitudes
PERSONA IS NOT SAME AS USER SEGMENT
HEAD, HEART & HAND
AWARENESS & CONFIDENCE
PURPOSE
INTENTION
SENSING
STORY & STRATEGY
ENGAGEMENT
ACTION
INTEGRITY & ALIGNMENTEMOTIONAL
RATIONAL
PRACTICAL & SOCIAL
HEAD, HEART & HAND
EVALUATE A PRODUCT / SERVICE USING THESE THREE LENSES:
List the characterisitcs or features that appeal to each lens.
Score them from 1 to 10 to evaluate strength or weaknesses.
HEAD: What makes it logical and sensible?
HEART: What makes it emotionally engaging?
HAND: What makes it tangible and practical?
Score them from 1 to 10 to evaluate strength or weaknesses.
You can choose from:
or any other well known product or service.
HUMAN-CENTRED DESIGN | NEW PRODUCT DEVELOPMENT | SERVICE DESIGN | INNOVATION MANAGEMENT USER RESEARCH | DESIGN ACTIVISM | RETAIL STRATEGY | BRANDING | STYLING | INTERIOR DESIGN
EMERSENSECRAFTING MEANINGS
Design Strategy ConsultantADITYA KEDIA
+852 5414 2376