Embed Size (px)
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.
Citation preview
Persona DevelopmentLesson 1: Methodology
DIGITAL LECTURE SERIES
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
eBC Agencies
Governing methodology
Form of segmentation
Benefits…
Drives…
eBC Agencies
Governing methodology
3V Service line
Form of segmentation
Benefits…
Drives…
eBC Agencies
Governing methodology
3V Service line
Form of segmentation
Benefits…
Drives…
I’ll explain the 3V model in a
few…
eBC Agencies
Governing methodology
3V Service line
Form of segmentation
Strategic segmentation
Marketing segmentation
Benefits…
Drives…
eBC Agencies
Governing methodology
3V Service line
Form of segmentation
Strategic segmentation
Marketing segmentation
Benefits… All business functions
Marketing function
Drives…
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
3V
3V
3V
Value Customer
3V
Value Customer
Who to serve?
3V Value Proposition
Value Customer
3V Value Proposition
Value Customer
What to offer?
3V
Value Network
Value Proposition
Value Customer
3V
Value Network
Value Proposition
Value Customer
How to deliver?
3V
Value Network
Value Proposition
Value Customer
3V
Value Network
Value Proposition
Value Customer
Markets
Industries
Which segments & geographies?
Which product service categories?
Markets + Industries = Persona Development
Markets + Industries = Marketing Segmentation
Persona Development is a form of Marketing Segmentation…
Persona Development is a form of Marketing Segmentation…
…that sticks.
PersonaDevelopment
PersonaDevelopment
IdentifierVariables
ResponseVariables
PersonaDevelopment
IdentifierVariables
ResponseVariables
Consumer Market
Business Market
PersonaDevelopment
IdentifierVariables
ResponseVariables
Consumer Market
Business Market
Demographic
Psychographic
Geographic
Market Size
PersonaDevelopment
IdentifierVariables
ResponseVariables
Consumer Market
Business Market
Demographic
Psychographic
Behavioral
Geographic
Market Size
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
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
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
In the next lesson, we’ll
teach you how to go from inputs to
outputs
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.
or visit me on Twitter @eboostconsults
