Did you know that negative buyer personas also exist?
Think of a negative buyer persona as a fictional character that negatively affects your profits! It is an idealization of someone who can never be your customer. A collection of behaviors, demographics, and real-life scenarios that constrain the ideal type that is the opposite of your BP.
For example, these people could be professionals who are too qualified for your product or service, students who engage with your content just to search for information, or prospects who are too costly to “convert” (see CAC – Customer Acquisition Cost above).
Building an NBP for your digital marketing strategy is just as important as building a regular BP. Having an NBP does not mean choosing the black sheep of the herd!
Instead, it is a message telling you: “Attention!” You will not be able to sell your product or service to such people unless the cost exceeds the revenue
.10 Steps to Creating Buyer Personas and Feature Scenarios
There are multiple ways to create specialized buyer personas and scenarios, and a lot depends on the budget, the type of project, and the type of data that can be collected. Generally we can detect 10 steps, divided into 4 macro areas:
Data collection and data analysis (stages 1 and 2),
Scenario analysis of the problem chinese overseas america phone number data and development of ideas (steps 6 and 9),
Team approval and design team involvement (steps 3, 7, 8, 10)
These 10 steps are an ideal process, but sometimes it is impossible to include all the steps of a project.
1. Data collection. Collect as much user data as possible. Research high-quality users and actual users in the target group. In thinking design, the research stage is the first stage, also known as the empathy stage.
2. Formulate hypotheses. Based on your research, get a rough idea of the various users analyzed in the project target group, including the differences between users. For example, you can use affinity diagrams and empathy diagrams.
3. Everyone must accept the hypothesis. The goal is to support or reject the first hypothesis about the differences between the analyzed users. Compare yourself to the project participants and always keep in mind the existing knowledge.
4. Set a number. You need to decide the final number of buyer personas you think are appropriate to create. Typically, you'll want to create multiple personas for each product or service, but it's best to choose just one persona as your primary focus. This makes the final effort less complex and more focused.
5. Describe your buyer personas. The purpose of working with buyer personas is to be able to develop solutions, products, and services based on the user's needs and goals. Make sure to describe the persona in a way that conveys enough understanding and empathy for the fictional user.
You should include details about your education, lifestyle, interests, values, life goals, needs, limitations, desires, attitudes, and behavior patterns. Add some fictional personal data to make the persona realistic, such as name, age, occupation, or social status. If possible, create a 1-2 page description for each person.
