Creating a strategy_to_reach_your_target_market

CREATING A STRATEGY TO TARGET YOUR USER

WITH TELECOMMUNICATIONS, THE DISTANCE BETWEEN POINTS IN THE NETWORKHAS REDUCED SIGNIFICANTLY.

TIME AND SPACESTORY & PARTICIPATIONARE LESS IMPORTANT THAN

TODAY, CUSTOMER EXPERIENCE IS TRANSFORMING BUSINESSES.

1900-1960

AGE OF MANUFACTURING

AGE OFDISTRIBUTION

1960-1990

AGE ORINFORMATION

1990-2010

AGE OFTHE CUSTOMER

2010-?

High Relevance

Low Relevance

High Differentiation

Low Differentiation

Cost Driven Premium

CUST

OM

ER N

EED

S

POSI

TIO

NED

CO

MPE

TITI

VEL

Y

PRICING STRATEGY

AGRARIANCore Commodities

EARLY INDUSTRIALBasic Goods

LATE INDUSTRIALEssential Services

INFORMATION SERVICEOptimum Experiences

THE PROGRESSION OF ECONOMIC VALUE

Customization

Customization

Commod

itizati

on

Commod

itizati

on

Commod

itizati

on

THE CONSUMER IS INFORMED, IN CONTROL AND ENGAGES WHEN HE/ SHE FEELS LIKE IT The traditional view of brands telling consumers what they should know, is gone. They have little control over what is said about them.

CONSPIRING MORE THAN FOLLOWINGConsumers cultivate lines of sight to information and ideas that reinforce a sense of identity and kinship.

REACHING THEM IS A CHALLENGE, ESTABLISHING DIFFERENTIATION IS EVEN MORE DIFFICULT

OLDDemographics

TestingA vs. B

Historical DataSurveillance

CultureDiscoveryNarrativeReal-Time DataSousveillance

NEW

FUNCTIONAL

RELIABLE

CONVENIENT

PLEASURABLE

MEANINGFUL

USABLE

Focusd onEXPERIENCES

(People, Activites, Context)

Focusd onTASKS

(Products, Features)

Has personal significance

Memorable Experience

Easy to use, Intuitive

Can be used without difficulty

Is available & accurate

Work as programmed

OBJECTIVE / QUANTIFIABLE

SUBJECTIVE / QUALITATIVE

PERFORMANCE

VALUES

EMOTIONS

IDENTITY

WHAT DOES RELEVANCE TO THE USER MEAN?

? WHAT DOES YOUR BUSINESS DO?

? AND WHY?

KODAK WAS IN THE BUSINESS OF IMAGING

AND NOT IN THE BUSINESS OF FILM ROLLS

Consumerresearch

Deep consumer insight, observation and intuition

TO CREATE RELEVANCE, WE REALLY NEED TO KNOW OUR USERS!

Think

FeelDo

Empathy

Opportunities

Insight

New business ideas

BUT DO WE KNOW OUR TARGET USER?

SEGMENTATION: MARKETING VS. PERSONAS

THE MYTH OF AVERAGE CONSUMERThe average user does not exist. Within user segment there are di�erent kinds of user groups.

Less of MoreTHE LONG TAIL

Bring FOCUS

Build EMPATHY

Encourage CONSENSUS

Create EFFICIENCY

THERE IS A NEED TO

METHODOLOGIESPersonasScenariosUsability TestsEthnographyUser ResearchPrototypingCo-CreationParticipatory Design

“A persona is a user archetype you can use to help guide decisions about product features, naviga-tion, interactions, and even visual design.” - Kim Goodwin, Cooper

Personas are a representative behavior and activ-ity pro�le for a customer base. They are contex-tual and speci�c to the particular application or service.

DemographicsPsychographicsWebographicsRelationship with the businessSpeci�c Goals / Needs Context of UsageInteraction of UsageInformation of UsageEmotional Goals of usageSensory / Immersive character of usageAccessibility issues

PERSONAS INGREDIENTS

PERSONAS

Understand the people behaviour

SEGMENT

Sell to People

Age

Income

Gender

Other Demographics

Goals

Behaviors

Attitudes

PERSONA IS NOT SAME AS USER SEGMENT

HEAD, HEART & HAND

AWARENESS & CONFIDENCE

PURPOSE

INTENTION

SENSING

STORY & STRATEGY

ENGAGEMENT

ACTION

INTEGRITY & ALIGNMENTEMOTIONAL

RATIONAL

PRACTICAL & SOCIAL

HEAD, HEART & HAND

EVALUATE A PRODUCT / SERVICE USING THESE THREE LENSES:

List the characterisitcs or features that appeal to each lens.

Score them from 1 to 10 to evaluate strength or weaknesses.

HEAD: What makes it logical and sensible?

HEART: What makes it emotionally engaging?

HAND: What makes it tangible and practical?

Score them from 1 to 10 to evaluate strength or weaknesses.

You can choose from:

or any other well known product or service.

HUMAN-CENTRED DESIGN | NEW PRODUCT DEVELOPMENT | SERVICE DESIGN | INNOVATION MANAGEMENT USER RESEARCH | DESIGN ACTIVISM | RETAIL STRATEGY | BRANDING | STYLING | INTERIOR DESIGN

EMERSENSECRAFTING MEANINGS

Design Strategy ConsultantADITYA KEDIA

+852 5414 2376

[email protected]