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AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION WASHINGTON DC AUGUST 7-10-2014 CREATING PERSONAS CRAFTING EXPERIENCE Dr. Pamela Rutledge Dr. Jerri Lynn Hogg The Psychology of Engagement Through Audience Profiling

Psychology of Engagement through Audience Profiling Using Personas

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Using personas to craft experience: New technology has created a population that is not satisfied unless they can connect, interact, and collaborate. Personas are the starting point in developing a strategy for engaging your audience in ways that lay the foundation to better serve your audience through appropriate channels and messaging, build trust and establish a longer term relationship, focus efforts and expose internal conflicts and more effectively use resources. Panel presentation at APA National Convention, Washington DC 2014 with an overview of the persona development process.

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Page 1: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

CREATING PERSONAS CRAFTING EXPERIENCE

Dr. Pamela Rutledge Dr. Jerri Lynn Hogg

The Psychology of Engagement Through Audience Profiling

Page 2: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

DEFINE ENGAGEMENT RATIONALE FOR PERSONAS 7 STEPS TO PERSONA DEVELOPEMENT

1

2

3

Page 3: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

WHAT IS ENGAGEMENT?

Page 4: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

Page 5: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

Engagement = (Your audience +

your goal)

Page 6: Psychology of Engagement through Audience Profiling Using Personas

WHO IS YOUR AUDIENCE?

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DEMOGRAPHICS

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PSYCHOGRAPHICS

SOCCER MOM •  Suburban homeowner •  College educated with

professional career now devoted to raising family

•  Upper middle class •  Activity-laden lifestyle •  Drives minivan •  Watches Ellen •  Posts regularly on Facebook

Page 9: Psychology of Engagement through Audience Profiling Using Personas

GOING DEEPER

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AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!10  

WHAT IS A PERSONA?

A model, archetype or a representation of your customer

–  Goals –  Beliefs and values –  Behaviors

Page 11: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

WHY PERSONAS? Exposes assumptions Forces you to be specific Creates a clear image

Page 12: Psychology of Engagement through Audience Profiling Using Personas

Your brain is wired to read minds Most people suck at it

GOOD NEWS

BAD NEWS

Page 13: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

COGNTIVE DISCONNECTS I’m lazy

I use shortcuts

I assume others are the same as me

I use what I know best -- me

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Page 19: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

THE VALUE OF INVESTING

IN PERSONAS •  Focus on real

people to create empathy

•  Build consensus and commitment

customer

design sales

Personas build consensus and

commitment

Develop empathy for customers

Customer-centric relationship Understand business

challenges

Page 20: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

STEPS TO BUILD & USE A PERSONA 1.  What is your goal? 2.  Creating a hypothesis: The Ad Hoc persona 3.  Where are they? 4.  What is important to know about them? 5.  Testing the hypothesis 6.  Finalizing the persona 7.  Creating a persona-based strategy

Page 21: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

1 DEFINE YOUR GOAL

Page 22: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

2AD HOC PERSONA

Page 23: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

Persona’s  name  A  tag  line  for  the  persona  

•  Who  are  they?  •  What  is  their  background?  •  What  is  their  context?  •  What’s  important  to  

them?  •  What  are  their  pain  points  

and  frustra=ons?  

Key  goals  &  needs  •  Goals  •  Mo=va=ons  •  Drivers  •  Needs  

A picture or photo of the

persona

“A  quote  the  persona  might  say”  

CAPTURE THEIR STORY

Page 24: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

3WHERE ARE THEY? WHAT ARE THEY SAYING?

Page 25: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

LISTEN ON

SOCIAL NETWORKS

Page 26: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!BOARDREADER.COM

Page 27: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

FACEBOOK SEARCH

Page 28: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!SOCIALMENTION.COM

Page 29: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!TWITTER SEARCH

Page 30: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

4WHAT DO YOU NEED TO KNOW?

Page 31: Psychology of Engagement through Audience Profiling Using Personas

If I had asked people what they wanted, they would have said faster horses.

FINDING THE RIGHT QUESTIONS

Page 32: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

AVOID BULLSHIT* PERSONAS Look for answers to questions like: •  I am a… •  I want to be a… •  I can do… •  I’m not a… •  I really like to … •  I need to …

*Thank you Bolt | Peters

Page 33: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

EXPAND

THE SEARCH

•  Look for the stories

•  Define the terms

What does a “Better

Life” mean?

Time with

family

Financial security

Travel the world

More career options

Social life

Page 34: Psychology of Engagement through Audience Profiling Using Personas

FOCUSING SEARCH TERMS

Aging parents, cognitive

impairment, retirement

Technology, sandwich generation

Boundaries, Fatigue, stress,

cognitive testing, home care

Problems at home

Page 35: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

5 ANALYZING YOUR DATA

Page 36: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

1.  Start simple 2.  Read and rank blog

and micro-blog posts 3.  Rank

–  Positive –  Neutral –  Negative

4.  Use an Excel template and chart to start to visualize what is being said

BE PRACTICAL

Page 37: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!AFFINITY MAPS

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AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

leximancer

DEDOOSE

Page 39: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!LEXIMANCER

Page 40: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

Dude,  do  you  think  Mary  would  really  say  that?  

Page 41: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

6FINALIZING YOUR PERSONA

Page 42: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

IDENTITY: Balancing perceptions of self as good daughter with good mother and wife Wants to feel competent and knowledgeable for parents Adjusting to changing roles

Page 43: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

7 PERSONA-BASED STRATEGY

Page 44: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

HOW DO YOU USE

PERSONAS? •  Articulate Goals and

Improve Decisions –  Strategy –  Spending –  Metrics

•  Results –  Challenge misconceptions –  Stop internal debates –  Focus efforts –  Improve marketing

messages, programs and distribution

–  Better serve your audience

Page 45: Psychology of Engagement through Audience Profiling Using Personas

Ad Hoc Persona

Research & Adjust Persona

Share Persona & Integrate feedback

Persona-Based

Strategy

Page 46: Psychology of Engagement through Audience Profiling Using Personas

PERSONA PROCESS

1.  You are not your customer 2.  Ad Hoc personas articulate your

assumptions 3.  Social media gives you the ability

to “listen” and test at low cost 4.  Focus on psychological

fundamentals 5.  Use data to adjust your

assumptions 6.  Design for your persona 7.  Measure and adapt

Page 47: Psychology of Engagement through Audience Profiling Using Personas

AMERICAN PSYCHOLOGICAL ASSOCIATION NATIONAL CONVENTION ★ WASHINGTON DC ★ AUGUST 7-10-2014!

CREATING PERSONAS | CRAFTING EXPERIENCE

THANK YOU Dr. Jerri Lynn Hogg Dr. Pamela Rutledge