Comments on: Personas vs. Market Segmentation

By: keith

keith — Sun, 23 Nov 2008 18:16:39 +0000

If you have a detailed segmentation model (with a formula) is the purpose of a personna just to “put a face with the data” to help the creative people come up with messaging that matches the segment description as accurately as possible?

By: Mark

Mark — Fri, 13 Jun 2008 14:02:44 +0000

Can anyone suggest relevant articles/books on how to determine segmentation goals? In other words, how to I determine whether I want to segment for acquisition, conversion or retention?

By: John-Scott Dixon

John-Scott Dixon — Tue, 08 Apr 2008 18:46:24 +0000

If you want more information on personas vs. market segments (or stereotyping) – you might check out Holly Buchanan’s Jan. 21, 2008 post on FutureNow – http://www.grokdotcom.com/2008/01/21/creating-personas-101/ .

Our view of persona development is that it helps the marketer get into the head of a represenative from a market segment. It enables them to create more meaningful content. And, more meaningful content increases conversion, which in turn increases sales!

With Semantic Marketing, companies like ours with technology like Semanticator – http://www.semanticator.com , can enable persona developers to detect the presence of a persona representative the moment they arrive to a Semanticator-enabled website. So, now you can increase the effectiveness of your content, offers, contextually-driven navigation or supportive imagery by welcoming visitors from each persona differently.

Beyond this, we alter the phone number based on the persona being detected. So now, your personas are identifiable even as they reach out over the phone. Allowing you to improve offline purchase activity as well!

We would be happy to give a demonstration of our patent pending technology or you can simply view a 5-minute demo at http://semanticator.com/demo.html .

By: Personas 101: The complete guide to increasing conversion rates through persona creation | The Invesp Blog

Wed, 20 Feb 2008 16:15:39 +0000

[...] Personas Vs Market Segmentation [...]

By: So how do you create personas for your site? | The Invesp Blog

So how do you create personas for your site? | The Invesp Blog — Thu, 14 Feb 2008 07:20:58 +0000

[...] You need to determine who your target market is; who are your “Jills?” You may have more than one golden, perfect customer to create a persona for, but don’t exceed 7 as we discussed in previous persona blogs. So, let’s say after this in-depth look at your market, you determine the most ideal customers. You look at their profiles and begin to group them depending on which profiles are in common with their personality, demographics, buying strategies, purchases, temperaments, and lifestyle. You end up with 3 main groups. [...]

By: Worth reading: 01-25-2008 | The Invesp Blog

Worth reading: 01-25-2008 | The Invesp Blog — Fri, 25 Jan 2008 15:25:22 +0000

[...] Ayat has been writing about persona creation, Rand hosted an excellent white board Friday on the topic of creating [...]

By: Cd Rates Guy

Cd Rates Guy — Fri, 21 Dec 2007 06:23:32 +0000

The whole persona thing makes sense. Targeting several groups of individuals is better than one mass. plus the more you target it seems like the better success rate you will have in the final outlook of things.

By: Matt

Matt — Wed, 19 Dec 2007 05:37:02 +0000

I think creating personas is a great idea…instead of trying to please everyone why not focus on a specific person, or couple people like the post states. Creating a persona market and target market are very important imo.

By: Wookah

Wookah — Tue, 18 Dec 2007 12:00:13 +0000

The concept of personas as a market segmentation is a good move to increase community among people around the world.

By: ayat

ayat — Thu, 13 Dec 2007 16:29:12 +0000

It can vary Khalid. Some clients ask for light-weight personas. IN this case the marketing research is limited, yet still reliable to come up with the most accurate personas that represent the market. If we are working on a full-implementation of the personas, this can take weeks. The first step of researching the market is an extremely in-depth process. The team collaborates for days to come up with the personas that match the target market. On average, light-weight personas can take up to 2 weeks, whereas full-implementation personas take upwards of about 4 weeks to complete.