by Rebecca Kappel, Strategy Director

Developing user personas is an effective way to understand your audience and provides a framework for your brand message.

“Knowing our customer and communicating with them in their language, in the places they go in an appropriate way … everything else is tactics.” — Peter Bell, Product Marketing Senior Director, Marketo

I’m a Virgo INTJ.

By all accounts, I am:
“picky and critical” (check)
“industrious, methodical and efficient” (check)
“strategically capable” (check)
“imaginative yet decisive” (check)
“comfortable out of the spotlight” (yep)
“bent on deconstructing and rebuilding every idea and system they come in contact with” (hell yeah)
“self-confident and mysterious” (hmmm)
Spot on.

So are we all that easy to peg? Individual characteristics can be run through testing and given classification. But how do we determine group motivations and ideals?

According to a study by The Edelman Group, 51% of the 11,000 consumers surveyed think that brands that they have chosen to engage with (ie, follow on social media) don’t understand their needs.

Developing user personas is an effective way to understand your audience and provides a framework for your brand message. At Magnetize, we love to dig in and learn what motivates people. When developing customer profiles, we look to discover three big things: Drivers, Obstacles and Mindset. To accomplish this, we take into account existing data and develop mechanisms to gather new insights. These fall into two categories: Qualitative and Quantitative.

Qualitative persona assessments are more than gut feelings and intuition. They can be simple or complex, but they must be based on actual assessments. Qualitative data can be gathered through customer surveys, interviews, focus groups, and exit surveys.

At Magnetize, we have conducted all of the above to learn what makes consumers tick, and then use those insights to create messaging that speaks to just the right folks. We have learned that IT professionals value collaboration over process; that potential talent recruits don’t mind wearing a suit and tie if the environment is collaborative; and that healthy thirty-somethings will buy life insurance if they are offered great rates.

Quantitative assessments need data, period.

Using your existing analytics platform, we can pull metrics on frequency, repetition, transactions and revenue per user. Tracking the customer journey through pixel placing and ad retargeting can determine how people best interact with your brand, and shed light on which tactics and channels yield the best results.

If you don’t have a history of well-tracked analytics, don’t fret. It’s never too late to start gathering data. We make sure to set objectives, goals and KPIs, and then measure against those markers during campaign implementation. Working in three month tracking periods, our digital strategists assess and adjust based on that continual knowledge gain.

And we never rest. A surprising barrier to effective data analysis is, strangely, success. Campaign successful? Great? Why? Let’s make sure we know and do more of it.

Most Importantly, Know Thyself
Understanding your organization’s ability to manage data is critical. You will need the resources to both gather and monitor analytics in house or the budget to engage with an agency to watch that activity. Knowing and accepting this at the beginning of a campaign effort will allow the team to scale their efforts accordingly.

At Magnetize, we work both alongside and in front of our clients, providing increased or decreased support as their needs and capabilities change. Our agency persona: Focused on mutual success, invested in your business outcomes, collaborative always.

Find out your personality type: