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Channel 4 PersonasCreating a design tool for a broadcasting

organisation

• Designers (External and Internal)• TV / Digital production companies• Dev teams• Commissioning Editors• Heads of department• Commercial Teams• Ad Sales team

Who’s the audience?

• Original ‘Futureproof’ survey conducted by Kantar in Q4 2010

• 1800 respondents, nationally representative

• Segmentation based on attitudes not just demographic data

• 8 Segements found

Main data source

Attitudes

Devices Favourite shows

Behaviour and usage

Brands and Products

Channel 4 personas

Channel 4 personas

Channel 4 personas

Channel 4 personas

Channel 4 personas

Channel 4 personas

Who are the users?

How will they be using the service?

Content interests

Context - where will the users be?

Value of personas

• Original survey was in 2010• Update conducted by Kantar in April 2012• Segmentation based on attitudes not just

demographic data• Addition of a social media dimension

Keeping it up to date

The segments evolved

Similar attitudes, more use of VoD

Slightly older

Older and Younger groups, Vod Focus still

More Female, social networks

More Male, Slightly older

Even Gender, slightly younger

All have digital TV, even gender

More even age spread, focus on social

• Use as much real data as you can get• Engage with others within your

organisation to help construct them• Try to make them as visual as possible• Keep them up to date – iterate• Shout about them

Summary

Supporters Sponsors Organiser

Welcome to UCD2012

Sponsored by

Supported by