SHERPA Persona Creation Template

Who are we speaking to?

CREATED BY:

Please answer these simple

questions according to how much

you agree with the statement.

I knew pretty much about these products.

Among my circle of friends, I was one of the “experts” on these products.

Compared to most other people, I knew less about these products.

BEATTY & TALPADE (1994)

BRAND RESEARCH

Product Category Knowledge

When it comes to these products, I really did not know a lot.

I did not feel very knowledgeable about these products.

I had a lot of experiences with these products.

I felt familiar with these products.

I STRONGLY DISAGREE

I DISAGREE

I CAN’T DECIDE

I AGREE

I STRONGLY AGREE

FLYNN & GOLDSMITH (1999)




It is likely that BRAND PRODUCT CATEGORY offer good value for money.

It is likely that BRAND PRODUCT CATEGORY would be technically advanced.

I like BRAND PRODUCT CATEGORY.

AAKER (1994)

BRAND RESEARCH

Brand Association

I trust BRAND as a manufacturer of PRODUCT CATEGORY.

I would feel proud to own a BRAND PRODUCT CATEGORY.

I STRONGLY DISAGREE

I DISAGREE

I CAN’T DECIDE

I AGREE

I STRONGLY AGREE




People ask me for information about prices for different types of products.

I'm considered somewhat of an expert when it comes to knowing the prices of products.

For many kinds of products, 1 would be better able than most people to tell someone where to shop to get the best buy.

FEICK & PRICE (1987)

BRAND RESEARCH

Price Knowledge

I like helping people by providing them with price information about many types of products.

My friends think of me as a good source of price information.

I STRONGLY DISAGREE

I DISAGREE

I CAN’T DECIDE

I AGREE

I STRONGLY AGREE

I enjoy telling people how much they might expect to pay for different kinds of products.




I would be interested in reading information about how the product is

made.

I would be interested in reading the Consumer Reports article about this product category.

I have compared product characteristics among brands of this product.

ZAICHKOWSKY (1985)

BRAND RESEARCH

Product Involvement

I think there are a great deal of differences among brands of this product.

I have a most preferred brand of this product.

I STRONGLY DISAGREE

I DISAGREE

I CAN’T DECIDE

I AGREE

I STRONGLY AGREE




This is exactly the price I would expect to pay.

I deserve to pay this price.

They base the prices on anticipated costs in the computer market.

MAXWELL (2002)

BRAND RESEARCH

Perceived Price Fairness

They provide a choice of PRODUCT CATEGORY prices based on cost of providing different levels of specifications.

They base the prices on lower costs they expect to have after gaining experience in a new technology.

I STRONGLY DISAGREE

I DISAGREE

I CAN’T DECIDE

I AGREE

I STRONGLY AGREE

I really like this BRAND.

This is a really good PRODUCT CATEGORY.

This BRAND is honest.




The likelihood of my purchasing this laptop is...

My willingness to buy the laptop is...

The probability that I would consider buying this laptop is...

BRAND RESEARCH

Perceived Price Fairness

I STRONGLY DISAGREE

I DISAGREE

I CAN’T DECIDE

I AGREE

I STRONGLY AGREE

Please finish the sentence above



MAXWELL (2002)

Underline those words which describe you best

Reserved, uncommunicative,

cool, cautious, guarded,

seems difficult to get to

know, demanding of self,

disciplined attitudes, formal

speech, rational decision

making, strict, impersonal,

businesslike, disciplined

about time, uses facts,

formal dress, measured

actions.

Take charge attitude,

directive, tends to use

power, fast actions, risk

taker, competitive,

aggressive, strong opinions,

excitable, takes social

initiative, makes statements,

loud voice, quick pace,

expressive voice, firm

handshake, clear idea of

needs, initiator.

Communicative, open,

warm, approachable,

friendly, fluid attitudes,

informal speech,

undisciplined about time,

easy going with self,

impulsive, informal dress,

dramatic opinions, uses

opinions, permissive,

emotional decision making,

seems easy to get to know,

personal.

Slow pace, flat voice, soft

spoken, helper, unclear

about what is needed,

moderate opinions, calm,

asks questions, tends to

avoid use of power,

indifferent handshake,

deliberate actions, lets others

take social initiative, risk

avoider, quiet, go along

attitude, supportive,

cooperative.

GROUP A GROUP B GROUP C GROUP D

6 3 2 5

ANALYTICAL

Compare your total scores

A is bigger than C by 4 points.

A

C

B D

D is bigger than B by 2 points.

Now put your results on the grid below.

DRIVER

AMIABLE EXPRESSIVE

Mark an X where lines extending from your two points

meet.

STEP 1

STEP 2

NAME

John Scagliotti

PERSONA TYPE

Social Ninja

AGE & LOCATION

24, Newark, NY

TECHNICAL COMFORT

High

JOB TITLE

Student

HOUSEHOLD INCOME

10K US Dollars

Student living with a flat mate. Enjoys following trends and trying new things. Wants to graduate as soon as possible.

- Graduating - Managing school and freelance work together

- Having a white collar job - Living on her own

- Being independent - Living in a nice house

MARITAL STATUS

Single

CHILDREN

None

URBANICITY

Urban

1 2 5 COMPUTER USAGE

MAC PC OTHER OPERATING SYSTEM

1 2 5 MOBILE USAGE

1 2 5 SOCIALLY ACTIVE

1 2 5 ONLINE SHOPPER

1 2 5 CONNECTED DEVICE USAGE

ANALYTICAL

AMIABLE

DRIVER

EXPRESSIVE

BACKGROUND STORY

DIGITAL COMMUNICATION BACKGROUND SOCIAL STYLE GOALS

CHALLENGES

- Doing house work - Lack of enough sleep - Not enough time for her friends or

social activities - Classes are hard

- Not enough income

PERSONA TYPE

Social Ninja

APPROACH

AWARENESS

1 2 5 PRODUCT AWARENESS

1 2 5 PRICE AWARENESS

1 2 5 BRAND AWARENESS

Social Ninjas will be considered as the lead distributors of our messages with a virally engaging attitude.

Design

SHERPA Persona Creation Template