As a brand interacts with their early adopters and incorporates data into the product iteration process, patterns can start to emerge. Some of these patterns will point towards groups of customer traits or personalities that the brand can start to target.
In a previous article, we shared some ideas on gathering data from early adopters and early product stage customers. Working with these users can help accelerate the pace of product building or development and get the brand ready to launch.
When incorporating the data from these users into the product building process, often, the brand starts to see patterns. These patterns will point towards a group of traits, personalities, socioeconomic layers that the brand can group together into a customer persona.
According to Econsultancy, a customer persona is a “…a representative sample of an audience, personas are based on the analysis and research of real customers. This helps to build a much more detailed picture of the (hypothetical) customer, including far more emotive information such as personal motivations, what they value in a brand, what kind of communication they prefer…”.
SocialMediaToday shares that these personas are important because “Buyer personas help ensure that all activities involved in acquiring and serving your customers are tailored to the targeted buyer’s needs.”
Here is a list of questions for a brand to use as they filter and identify patterns through their early adopter data.
What is the profile of your target market as a whole? Think about structure and culture of your customer if they are a B2B organisation. Look at buyer values if you are a B2C brand.
What is the profile of your target customer by segment? Consider characteristics, locations, socioeconomic levels.
What customer group are you thinking of targeting, relative to the Innovation Adoption Curve? This is a theory created by Everett Rogers that argues that diffusion is the process by which an innovation is communicated over time through a social system.
Who or what most influences this customer group?
Who or what do they listen to, or values and approaches they subscribe to?
Where and how to they gather, in-person, digitally, asynchronously or through messages?
What are the steps they take in a typical customer or purchase journey?
As a brand targeting this customer persona, how can your brand prove to them you are the best option, that offers the most value?
What proof can your brand provide to this customer persona that you are different from your competitors and other alternative solutions?
Which trade organisations, associations and publications must you be involved in? As a partner, sponsor or advertiser in order to do efficient and effective outreach to this customer persona.
Who or which are the top 10 connectors and influencers of your customer persona that you must convert to your perspective or support your brand?
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Image credit: By Rogers Everett - Based on Rogers, E. (1962) Diffusion of innovations. Free Press, London, NY, USA., Public Domain
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