The Definitive Guide to Buyer Personas for Beginners
Krisirie Market Research
Chris Walker
Among these articles and reports there is definitely a common theme emerging. Who is Krisirie’ ideal customer and how do we accurately identify and target them with the right marketing?
Looking at Kristen’s core market research we conclude that the majority of listeners are between the ages of 18 -34 and more than 75% are Female. Ok so that describes female Millennials or a market that’s roughly 40 million people in the US. Forbes magazine writes this article and poses a better question - “Which group of Millennials are you after?”
Saying you want to target Millennials is like saying you want to target vehicle owners. Okay, but which group of vehicle owners? The woman driving an extended SUV in the Louisville suburbs is vastly different than the man driving the compact sedan in Chicago. Their buying choices, requirements and preferences are influenced by values and location. This goes for all market segments, including Millennials.
New Heartland Group commissioned Prince Market Research to conduct a study comparing Pro-Millennials (people ages 22-34) in the New Heartland (Midwest, Southwest, Southeast) to those on the Coast. The study (see Millennial-Whitepaper attached) found that, while these groups are similar in certain areas (career desires, social media habits and trend perceptions), the groups are starkly different in other areas (core values and life stages).
I constructed a few personas below based on my knowledge of Kristen’s target market. But the personas lack some critical detail. I do think that using the primary research techniques of polling and surveys described by Lauren Holliday in step 1 and 2 of “The Definitive Guide to Buyer Personas for Beginners” will yield much more accurate persona profiles. Using the analysis steps in Lauren’ article what critical information is missing from the personas below? Do you think we can supplement any missing information from the secondary research report “Power of Live” or would it be better to rely on primary market research.
· Tara is on the edge of 18, about to encounter some big, unforeseen changes in her life. As her high school graduation gets closer and closer, so does her friendships with the people she is about to leave for four years. So to cope, she locks herself in her room and listens to gushy songs. Although it depresses her, it makes her feel better that this singer understands what she is going through.
· Zoey is 19 and experiencing her first year of college. She is the groups designated music enthusiasts and DJ’s for her room mates while they get ready to go out. When her group finds a song that they like, they tend to play it excessively. So in her free time, Zoey searches Instagram and YouTube in hopes of discovering and undiscovered artist. If she finds a cool trendy song or artist, she can’t wait to play it for her friends and add it to their party playlist.
· Riley is a 20 year old bachelor degree student in Accounting; she lives in a New York city. She likes nightlife, student parties and networking events and basically every place where she can make new friends. She visits night clubs with friends almost every week. Her Facebook profile has already 623 friends and keeps growing every day. She has a Smartphone and spends a lot of time everyday listening to the “Popular now” playlist on Spotify on her Smartphone. Her favorite music genres are pop and dance music but she loves discovering new genres and songs. Listening to music allows her to release her emotions and energy.
· Kelly is 21 year old biochemistry sophomore who grew up in a highly active musical family, she’s accustomed to the different genres of music and plays the piano as a side hobby. However, Kelly’s passion resides in dancing. She competes in beginner ballroom dancing in her freshman year of college and has been active in her local ballroom dancing community. She works part-time as a patron and business associate at a small local music distribution firm in her city. Kelly browses for new music every week for both her personal enjoyment, but also for her dance crew so she can choreograph dance routines during the weekend.
On Tuesday, November 6, 2018 at 11:10:12 PM UTC-4, Krisirie Market Research wrote: