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Get to know your Audience models : A planner’s guide.
TRANSFORMING ‘I THINK’ TO ‘I KNOW’
Instructions.
This presentation is designed to give you a detailed insight into how you can use Audience Models for defining and targeting the right audience. But if you’re like us and like to have a cheat sheet to refer to at a glance, we have also provided an overview here. Enjoy!
8 AUDIENCE MODELS
CONSUMER PERSONAS
CONSUMER PROFILES
CONSUMER SEGMENTATION
EMPATHY MAPPING
EXPERIENCE MAPPING
DIGITAL PERSONAS
DIGITAL PROFILES
DIGITAL SEGMENTATION
How many audience models are you confident defining? Too often these definitions are interchanged and muddled, it’s easy to do. But knowing the role and relevance of each model is important for defining and assessing your brand’s audience – both on and offline.
A question of definition.
[1] Consumer Personas
WHAT
Consumer personas are pen portraits of key personality types within your audience.
They contain demographic, lifestyle, attitude and behavioural information. Example John is 42, divorced with 2 kids. He rents his flat and has regular time with his children. John invests a lot of time in playful and creative pursuits, with the lines between work and social becoming increasingly blurred. He appreciates brands and businesses with a social conscience, often making decisions on what he eats, what he wears and what he attends based on his perception of their ethics.
SUCH AS
Use them to guide and focus marketing teams, internally and externally, on who your customers are.
WHEN
And create a common understanding of audiences to allow for a consistent approach to briefing and developing outbound marketing activity.
WHY
BUT…
Be careful not to get too granular. Aim for a balance between evocative imagery and statements.
CAUTION
[2] Consumer Profiles
Consumer profiles are a way of grouping your personas using consistent and measurable attributes.
WHAT
These attributes should relate directly to your brand/product or market and indicate likely future behaviour. Example Male, 30-49. Doesn’t own a house or a car. Has children, works part time. Spends less than $200/week on food. Bought brand X twice in last 3 months.
SUCH AS
They allow you to understand your audience on the basis of common attributes.
WHEN
Use them to identify patterns in behaviour and in evaluating performance for internal reports.
WHY
Beware of relying on profiles…to the detriment of your personas.
CAUTION
Profiles are the WHAT, they look at the past.
CAUTION
Profiles are the WHAT, they look at the past. Personas are the WHO and remind you where to focus for the future.
CAUTION
Profiles are the WHAT, they look at the past. Personas are the WHO and remind you where to focus for the future. You need to use them both.
CAUTION
[3] Consumer Segmentation
Consumer segmentation is a method of creating homogenous groups of people within your audience.
WHAT
Segments are based on aggregated profile values and are defined by priority attributes. Example Segment A: 30-49, male, low income, moderate spender, low frequency purchaser.
SUCH AS
Segmentation gives you an insight into your audience’s response to your marketing efforts.
WHEN
They are the what (which makes them very useful for reporting).
WHY
With them you can create high level reports to identify the general direction of your brand’s performance.
WHY
But don’t be fooled… For accurate feedback support them with regular profile analysis.
CAUTION
A comparison chart
when to use
who/ what/ why/ when
MODEL NAME
key ingredients
purpose
only WHAT
CONSUMER SEGMENTATION
aggregated profiles based
on priority attributes
group profiles for targeting messages
high level performance
reporting
identify ideal audience
CONSUMER PERSONAS
qualitative data
quantitative data demographic data internal workshops
staff feedback
to define customers (internal &
external use)
lots of WHO some WHAT
only WHAT
CONSUMER PROFILES
demographic & socio-
economic data
product/ brand interactions
e.g. transaction data
identify patterns in behaviour
performance evaluating (internal)
[4] Empathy Mapping
WHAT
Empathy mapping is a method used to create a greater understanding of how your personas see, think and feel about your brand.
It requires you to listen, acknowledge and understand your audience. Example Pain point: John accesses his banking app using the log in screen. The app rejects his password practically every first time - even though he input it correctly - causing John much frustration. Key gain: A simpler way of logging in such as a pin code.
SUCH AS
Use them to understand the emotional interactions of your audience…
WHY
You’re thinking that this is sounding a bit ‘fluffy’, right? Well it’s not.
WHY
Empathy mapping is a shift in your approach to your audience.
WHY
From it you gain insight into the how and why of their behaviour.
WHY
Changing your approach can be scary. And it wont necessarily be easy.… But it is worth it, to actually know what makes your personas tick.
WHY
[5] Experience Mapping
Experience mapping is a method of immersing yourself into the lifestyle context of your personas.
WHAT
It involves the experiences they have before, during and after interacting with your brand. Example John uses a banking app to check his balance. He does this every morning, usually on route to work. He likes to check it before going to the ATM to withdraw cash so that he can transfer money between accounts if necessary. Any failure in the app requires him to use telephone banking, which is bloody annoying as it means he has to punch in his customer number which he hasn't committed to memory and is already known by his app.
SUCH AS
They plot the behaviour of your audience as they move between the real and online worlds.
WHEN
Applying empathy helps you understand what drives your audience’s behaviour.
WHY
They allow you to learn the whole story and illicit new insights.
WHY
Which means you can improve their experience with your brand across all touchpoints.
WHY
T
BUT to be useful Experience maps must be done well. Use real data, don’t base them on assumptions.
CAUTION
when to use
who/ what/ why/ when
MODEL NAME
key ingredients
purpose
only WHY
EMPATHY MAPPING
audience listening
informing propositions,
communications, planning etc.
qualitative research staff feedback (esp. frontline)
3rd party opinion formers
WHY and
WHEN
EXPERIENCE MAPPING
behaviour insights
inform finessing of product/
service offerings
qualitative research customer interviews
staff feedback quantitative data
A comparison chart
[6] Digital Personas
Digital personas are pen portraits of the key personality types within your online audience.
WHAT
They contain information around digital attitudes and behaviours. Example John, 42 is a part time worker and freelancer. He spends the majority of his time using either a laptop or smartphone. His life is managed via Google apps, contacts, social media and his mobile phone. He uses the Cloud to save most things but forgets to regularly back up his laptop. There isn’t a clear distinction between work/social life and he actively revels in being able to work whenever he wants from wherever he likes. Powerful Wi-Fi connection is critical, so that he can work fast and watch film/video/TV with his children in his downtime.
SUCH AS
They give Digital personas give you a richer understanding into the online and digital behaviours of your audience.
WHY
Use them to optimise and improve your brand’s digital activity.
WHY
But… They are only useful if you make them useful.
CAUTION
Define personas by using attributes that matter. e.g. Nowadays ‘owns a smartphone’ is relatively useless. Whereas, ‘owns the latest iPhone and has a max data plan because she likes to browse and remain connected 24/7’ is interesting.
WHY
[7] Digital Profiles
Digital profiles are a way of grouping your digital personas with consistent, measurable attributes.
WHAT
These attributes are directly relatable to their online behaviour in your market, and in relation to your product or brand. Example Male, 30-49, 2+ devices, high internet usage, cloud storage reliant, visited your site less than 3 times in last year.
SUCH AS
bb They allow you to identify patterns in the digital behaviour of your audience.
WHEN
These common attributes give you a better understanding of your digital audience,
WHY
and indicate likely future behaviours to inform your marketing efforts.
WHY
Remember how consumer profiles and personas work together? Well, their digital cousins are the same.
CAUTION
For best results digital profiles and digital personas need to work hand-in-hand.
CAUTION
[8] Digital Segmentation
Digital segmentation is a method of creating homogenous groups of people within your online audience.
WHAT
They are based on aggregated digital profile values and are defined by priority attributes. Example Segment A: 30-49, heavy internet, heavy cloud storage, low frequency visitor.
SUCH AS
bb Use them to provide direction and identify broad patterns.
WHEN
bb Digital segmentation is critical for data analysis.
WHY
bb Providing you with a good high level view to inform and focus your brand messaging.
WHY
BUT once again like their cousin… they are only useful when used in combination with profiles and personas.
CAUTION
A comparison chart
when to use
who/ what/ why/ when
MODEL NAME
key ingredients
purpose
only WHAT
DIGITAL SEGMENTATION
aggregated profiles based on priority attributes
group digital profiles for targeting messages
data analysis
to understand digital audience
DIGITAL PERSONAS
qualitative data user data
customer insights
planning and optimising
digital activity
lots of WHO some WHAT
only WHAT
DIGITAL PROFILES
user data (internal & external)
identify patterns in digital behaviour
in determining marketing
efforts
Real World
Which world?
Online World
Digital personas Digital profiles Digital segmentation
Consumer personas Consumer profiles Consumer segmentation
Empathy mapping Experience mapping
MODEL NAME CONSUMER PERSONAS CONSUMER PROFILES CONSUMER SEGMENTATION EMPATHY MAPPING EXPERIENCE MAPPING DIGITAL PERSONAS DIGITAL PROFILES DIGITAL SEGMENTATION
WHICH WORLD? Real Real Real Real/online Real/online Online Online Online
DEFINITION
A pen portrait of the key personality types within your audience. Contain demographic, lifestyle, attitude and behavioural information.
A way of grouping your personas using consistent and measurable attributes directly relateable to your product/brand or market and indicate likely future behaviour. e.g. new home owners are likely to spend more on furnishings.
A method of creating homogenous groups of people within your audience based on their aggregated profile values and defined by priority attributes.
A method used to create a greater understanding of how your profiles see, think and feel about your market/categories /products/services.
A method of immersing yourself into the lifestyle context of your personas before, during and after they interact with your marketcategories/products/services.
A pen portrait of the key personality types within your online audience. Contain digital attitudes and behaviour.
A way of grouping your digital personas using consistent, measurable attributes directly relateable to their online behaviour in your market and in relation to your product or brand. e.g. time spent online by device, frequency of visits to your site, time spent on your site, pages viewed, etc
A method of creating homogenous groups of people within your online audience based on their aggregated digital profile values and defined by priority attributes.
EXAMPLE
John is 42, divorced with 2 kids. He rents his flat and has regular time with his children. He invests a lot of time in playful and creative pursuits, with the lines between work and social becoming increasingly blurred. He appreciates brands and businesses with a social conscience and often makes decisions on what he eats/wears/attends based on his perception of their ethics.
Male, 30-49. Doesn’t own a house or a car. Has children, works part time. Spends less than $200/week on food. Bought brand X twice in last 3 months.
Segment A: 30-49, male, low income moderate spenders, low frequency purchaser.
A pain point for John when he uses his banking app is the log in screen. The app rejects his password practically every first time - even though he input it correctly. Key gain: A simpler way of logging in e.g. a pin code.
John uses a banking app to check his balance. He likes to check it before going to the ATM to withdraw cash so that he can transfer money between accounts if necessary. Any failure in the app annoys him as he has to use phone banking and enter his customer number.
John, 42 is a part time worker and freelancer. The majority of his time is spent using either a laptop or smartphone. His life is managed via Google apps, contacts, social media and his mobile phone. He uses the Cloud to save most things but forgets to regularly back up his laptop. There isn’t Powerful Wi-Fi connection is critical, so that he can work fast and watch film/video/TV with his children in his downtime.
Male, 30-49, 2+ devices, high internet usage, cloud storage reliant, visited your site less than 3 times in last year.
Segment A: 30-49, heavy internet, heavy cloud storage, low frequency visitor.
WHEN TO USETo define customers.
(internal & external use)Performance evaluating.
(internal)High level performance
reporting.Informing propositions,
communications, planning etc.Inform finessing of product/
service offerings. Planning and optimising digital
activity.In determining marketing
efforts.Data analysis
Audience models are an important part of our brand marketing, but often we use them interchangeably. Knowing which model to use is important in effectively targeting our audience, determining messaging and focusing on the right channels.
AUDIENCE PLANNING MATRIX
LEARN MOREVisit our site and learn more about audience planning and how we could help: www.digitalbalance.com.au
linkedin.com/company/digital-balance
twitter.com/dbsocialAU
Perth: (08) 9227 8073 Melbourne: (03) 90971699
TRANSFORMING
‘I THINK’ TO ‘I KNOW’
Questions?
