Understanding who these people are, their needs, goals, and challenges will enable the company to develop the appropriate product features, packaging, pricing options, and marketing messages for each category of consumer. The product and marketing teams will need to develop unique profiles for the target consumer of each of these product versions. It could include an affordable, mass-market version as well as a higher-end, exclusive version. In a company that sells products directly to end-user customers, for example, the product department might create several versions of its flagship product. Doing so helps these companies better understand how to meet the needs of the several different audiences they are targeting. Product managers and marketing professionals often document various personas for their products. What Are the Different Types of Personas? What the person will need from your product to deem it worthwhile.How the person deals with the problem today that your product plans to solve. The person’s potential biases for or against your product and company.Goals and dreams for their professional or personal life.Age, geographic location, and education level.Personas can include many different types of personal and professional detail about the individual, and the specific details you choose to focus on will depend on the type of product. One of the first steps in building any successful product is to learn about the people who will eventually represent its target buyer or user.Ī Little Reminder About Your User Personas What Details Matter When Building a Persona? It requires a thorough understanding of those groups: what motivates them, what challenges they face, what goals they have, how they view themselves, what types of messages they find persuasive (and which ones they find off-putting), etc. If an organization builds and releases a product without a deep understanding of who that product is for, and what problems it will solve for them, it is more likely to fail than succeed.īusinesses build products to solve specific problems for specific groups of people in specific aspects of their lives. Personas are used to help a product manager (and others in the organization involved with the product’s development) understand key traits, behaviors, goals, responsibilities, and needs of a specific type of user. In product management, a persona is a profile of a product’s typical customer.
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