Audience research done, personas defined, now what?
Too often personas and other market insight tools are developed but not used effectively as people aren’t sure what to do next.
In this session, we will explore how you can harness the powerful insights from your personas and research and translate them into better content for your users.
We will explore the tools you can use to translate your understanding of the different needs of different types of users into a more personalised approach to content.
What we’ll cover
Why it’s easy to get stuck with personas and market research summaries
Where to start with using your insights to improve your content
How to create a content matrix
How to implement a more personalised approach to content
Your facilitators
This workshop will be facilitated by Robert Perry and Dana Rock.
Robert is Head of Research at Pickle Jar Communications. He is responsible for all aspects of information-gathering, audience research, user testing, and anything else related to content or customer insights.
Whatever the work and whoever the client is, Robert likes to find the connections between the driving forces of a project and the needs of the audience, with the aim of being able to satisfy both at the same time. He wants to know about the journeys that people make in relation to clients’ offerings because the only way to truly deliver the right content to the right audience is to understand the context behind that journey. That’s why his favourite answer to any question is “it depends”.
He has a particular interest in student influencers and widening participation efforts, and has worked with clients such as UCL, Aston University, Leeds Beckett University, and United World Colleges on projects that focus on these areas.
Robert also represents Pickle Jar Communications at education sector events, speaking on aspects of audience research and digital communications at conferences organised by groups such as CASE, UUK and HighEdWeb.
Dana Rock is Director of Experience Design at Pickle Jar Communications
Dana is an award-winning campaign creator, content design and experience leader within the sector. They have a wide-range experience of in enabling teams to harness their data and insights to create powerful marketing and communication campaigns and strategies.
Prior to joining Pickle Jar, Dana was Director of Marketing and Communications at the University of Derby. They have also previously worked at Oxford Brookes University, University of Exeter and University of Nottingham.
When they are not leading teams and campaigns, they love running training courses and sharing their love of data, insight and content design with others. A popular and sought-after speaker and have presented at UUK, ContentEd and Confab conferences.
Who should attend?
This session will have a focus on education sector institutions and would be particularly suitable for people working in the following functions in schools, colleges and universities:
External relations
Marketing and communications
Market research
User experience
Content strategy and management