Prepared for a not-for-profit organisation who requested a set of practical activities to increase reach by developing a better understanding of their target audience. The workshop outputs included refined organisational objectives and high-level persona definitions.

1. Getting into the
minds of your users
Marketing, Personas
& Segmentation workshop
Abdul Ghafoor

2. Simplifying marketing jargon
I Keep six honest serving-men: (They taught me all I knew)
Their names are What and Where and When
And How and Why and Who
{Rudyard Kipling, The Elephant's Child}
?

3. Where are we?
Progress in Summary

4. Your vision
in a single sentence
Where do we
want to be?

5. HOW?
will we get there?

6. Strategic
PLANNING
are you
aiming for?
Who
- Culture
- Education
- What other
challenges set
them apart
- Faith
- Competition
are you
going
to do?
What
- Strategy
- Product
- Marketing
do you
want
to focus?
Where
- UK
- English
speaking
markets
- Distribution
- Outsourcing
will
you be
focusing
efforts?
When
- Key seasons
- Project/
Programme
- Annual plan
is change
required
Why
- Change
management
- Culture
- Leadership
will you
deliver?
How
- Metrics
- Operating
plan
HOW MUCH
- Business
case
- Investment
plan

7. By truly understanding what
your Prospect wants
you are able to deliver
products and services
they need.

8. Developinggreat
UserExperiences(UX)

9. User insight a deep truth about the user, based on their
behaviour, experiences, beliefs, needs or desires
that is relevant to the tasks/issue and resonates
with the target audience

10. Roleofuserpersonas Inform
marketing
Inform
engagement
strategy
Develop a
common
language
Better
design
thinking

11. UserPersonasrepresentreal,
livingbreathingpeoplewho
willengagewithyourproduct

12. Build your own persona
Guidancefordeveloping
andusingPersonas

14. Front line
feedback
Demographic
data
Operational
data
Surveys
and
consultation
Formal
and
informal
correspondence
Customer
feedback
Utilisation – analyse
existing user databases
and channel data
(f2f, online etc.)
Engagement – analyse
consultation data, user
journey mapping, satisfaction
measures
User insight
Segmentation – to predict
which customers are likely to
need a service or services

15. • Ÿ Optimised decisions
• Next best offer
• Reduce churn
• Improve lifetime value
• Attitude, feeling, emotion,
• Affinities and correlations
• Share of voice
• Relevant relationships
• Potential risks
• Surface User challenges
• Understand context of use
• Identify intentions and
motivations
• Web site and mobile traffic data
• Users in engagement funnel
• Completed transactions
• Conversion metrics
Quantitative
Insights
Qualitative
Insights
Predictive
Customer
Intelligence
Social
Analytics
Methods of understanding users comprehensively
DIGITAL INSIGHTS BEHAVIOUR ANALYSIS
SENTIMENT ANTICIPATE
Emphathy interviews
Observe users in natural envt.
Watch how they convert
(questions first, compare, seek help …)

16. Applying this knowledge: Website development

17. Effective evaluation and learning

18. Thank you