Persona Development - Lesson 1 (Methodology)
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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.
![Lesson Objective(s) ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Persona Development - Lesson 1 (Methodology)
- 1. Persona Development Lesson 1: Methodology DIGITAL LECTURE SERIES
- 3. Demonstrate the key differences between market segmentation and strategic segmentation
- 10. I’ll explain the 3V model in a few…
- 15. 3V
- 16. 3V
- 18. Value Customer Who to serve? 3V
- 19. Value Customer 3V Value Proposition
- 20. Value Customer What to offer? 3V Value Proposition
- 21. Value Customer 3V Value Proposition Value Network
- 22. Value Customer How to deliver? 3V Value Proposition Value Network
- 23. Value Customer 3V Value Proposition Value Network
- 24. Markets Which segments & geographies? Value Customer Industries Which product service categories? 3V Value Proposition Value Network
- 25. Markets + Industries = Persona Development
- 26. Markets + Industries = Marketing Segmentation
- 27. Persona Development is a form of Marketing Segmentation…
- 28. Persona Development is a form of Marketing Segmentation… …that sticks.
- 30. Identifier Variables Persona Development Response Variables
- 31. Consumer Market Identifier Variables Business Market Persona Development Response Variables
- 32. Demographic Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Response Variables
- 33. Demographic Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Response Variables Behavioral
- 34. Demographic Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Benefits Desired Application or Usage Situation Response Variables Behavioral Sensitivity to Marketing Mix Purchasing Behavior
- 35. Demographic These are the four ways to SEGMENT a MARKET Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Benefits Desired Application or Usage Situation Response Variables Behavioral Sensitivity to Marketing Mix Purchasing Behavior
- 36. Demographic In the next lesson, we’ll teach you how to go from inputs to outputs Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Benefits Desired Application or Usage Situation Response Variables Behavioral Sensitivity to Marketing Mix Purchasing Behavior
- 37. In the next lesson, we’ll teach you how to go from inputs to outputs
- 39. We use Persona Development to define the Value Customer.