persona development - lesson 1 (methodology)
DESCRIPTION
Lesson 1 of our DIGITAL LECTURE SERIES. In this lesson, I explain the 3V Methodology and the background information we gather for Persona Development. We've facilitated engagements across multiple industries, company stages, and company sizes and have not encountered one that has not needed to run through this process. Credit to Professor Nirmalya Kumar of London School of Business for developing the 3V model. I hope we did it justice here. Run through the lecture and drop your questions and thoughts to comments.TRANSCRIPT
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Persona DevelopmentLesson 1: Methodology
DIGITAL LECTURE SERIES
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Lesson Objective(s)
•Illustrate the 3V Methodology•Demonstrate the key differences between market segmentation and strategic segmentation•Debunk the myth of persona development and market segmentation
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eBC Agencies
Governing methodology
Form of segmentation
Benefits…
Drives…
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eBC Agencies
Governing methodology
3V Service line
Form of segmentation
Benefits…
Drives…
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eBC Agencies
Governing methodology
3V Service line
Form of segmentation
Benefits…
Drives…
I’ll explain the 3V model in a
few…
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eBC Agencies
Governing methodology
3V Service line
Form of segmentation
Strategic segmentation
Marketing segmentation
Benefits…
Drives…
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eBC Agencies
Governing methodology
3V Service line
Form of segmentation
Strategic segmentation
Marketing segmentation
Benefits… All business functions
Marketing function
Drives…
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eBC Agencies
Governing methodology
3V Service line
Form of segmentation
Strategic segmentation
Marketing segmentation
Benefits… All business functions
Marketing function
Drives… Marketing Strategy and Business Growth
Marketing spend
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3V
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3V
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3V
Value Customer
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3V
Value Customer
Who to serve?
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3V Value Proposition
Value Customer
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3V Value Proposition
Value Customer
What to offer?
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3V
Value Network
Value Proposition
Value Customer
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3V
Value Network
Value Proposition
Value Customer
How to deliver?
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3V
Value Network
Value Proposition
Value Customer
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3V
Value Network
Value Proposition
Value Customer
Markets
Industries
Which segments & geographies?
Which product service categories?
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Markets + Industries = Persona Development
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Markets + Industries = Marketing Segmentation
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Persona Development is a form of Marketing Segmentation…
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Persona Development is a form of Marketing Segmentation…
…that sticks.
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PersonaDevelopment
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PersonaDevelopment
IdentifierVariables
ResponseVariables
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PersonaDevelopment
IdentifierVariables
ResponseVariables
Consumer Market
Business Market
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PersonaDevelopment
IdentifierVariables
ResponseVariables
Consumer Market
Business Market
Demographic
Psychographic
Geographic
Market Size
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PersonaDevelopment
IdentifierVariables
ResponseVariables
Consumer Market
Business Market
Demographic
Psychographic
Behavioral
Geographic
Market Size
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PersonaDevelopment
IdentifierVariables
ResponseVariables
Consumer Market
Business Market
Demographic
Psychographic
Behavioral
Geographic
Market Size
Benefits Desired
Application or Usage Situation
Sensitivity to Marketing Mix
Purchasing Behavior
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PersonaDevelopment
IdentifierVariables
ResponseVariables
Consumer Market
Business Market
Demographic
Psychographic
Behavioral
Geographic
Market Size
Benefits Desired
Application or Usage Situation
Sensitivity to Marketing Mix
Purchasing Behavior
These are the four ways to SEGMENT a
MARKET
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PersonaDevelopment
IdentifierVariables
ResponseVariables
Consumer Market
Business Market
Demographic
Psychographic
Behavioral
Geographic
Market Size
Benefits Desired
Application or Usage Situation
Sensitivity to Marketing Mix
Purchasing Behavior
In the next lesson, we’ll
teach you how to go from inputs to
outputs
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In the next lesson, we’ll
teach you how to go from inputs to
outputs
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Lesson Recap
• The 3V Model is a form of strategic segmentation.•We use Persona Development to define the Value Customer. •Persona Development is a form of market segmentation that sticks.
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