Persona development

Do you know what you need to know about your audiences?

If you think you have that knowledge, how do you plan to share it with everyone else in your organisation?

One person knowing something is useful. But it’s sharing that knowledge that makes the real difference.

If you’re looking to share information across your institution, you’ll need something clear and actionable. Some kind of audience insights document? A persona, maybe?

 

Creating audience personas

Well, that depends. A persona is a great tool for summarising a segment of your audience. When we build personas for our clients, we use them to encapsulate aspects such as:

  • Background

  • Personal goals

  • Communication preferences

  • Information needs

  • Influences

  • … and whatever else is valuable. 

When you’ve got a suite of personas, you can share them with other people, who can then use them to create content that works. That’s really useful.

But there are many times when a persona isn’t right. In those situations, we need to use something different. 

Audience insights

We believe that our internal audiences need tailored content just as much as an external audience does. So when we’re developing audience insight documents for client projects, we don’t just reach for the persona template.

We’ll assess your needs and come up with something that really works for you and your team. We might look at a whole range of other options, such as:

  • Empathy maps

  • User journeys

  • Mental models

  • Motivational mindsets

  • User stories

  • … or something completely unique for you.

Maybe you’re looking to distribute your audience information, or trying to get your team to update their outdated personas. Come and have a chat with us, and we’ll figure out what will work for you.