Persona Analysis - smis Marketing Research Division

Marketing Research Division > SMIS' Original Approach > Persona Analysis

It is a user model that represents each product and service user segment.
The Persona's purchase behavior, usage, post-use evaluation as well as background values and environment behind these actions can all be specified.

It allows you to understand 'faceless' users as if you are getting to know real people, and in the process, you may discover needs that the users themselves are not aware of.
By looking through the point of view of the Persona, ultimate user-oriented product development and product augmentations become possible.

Data are gathered by qualitative methods such as in depth interviews, diaries, protocol surveys, etc.
Based on these research results, each segment is analyzed, and the user behavior and values are identified.
Since all of your staff will participate in workshops to carry out analytical studies, they will be able to experience these user profiles firsthand. In this way, their planning and design become more sure-footed.

1. One-on-one in depth interviews (in-home, in-store, interview facility) 2. A video recorder is set up in respondent's home for a certain period of time to observe behavior. 3. Daily events as well as shopping behavior are recorded in diary or essay format. 4. Interviewers accompany respondents to stores, and observe their behavior. In the store, respondents verbalized thoughts are recorded according to protocol. The obtained information is then further probed through in depth interviews. 5. On-the-job or in-store behavior are filmed, and impressions are spoken out loud and recorded. 6. A central location test is carried out according to the survey design, and the entire process is filmed. Further information is elicited through protocols and in depth interviews. 7. Existing quantitative data is reviewed.

Work: In front of her boss and colleagues, hairstyle and fashion that are not too casual are important.

Beauty / Fashion: When it's necessary she would spend a lot of money, otherwise she generally has a humble lifestyle.

Oral Care: She cares about her oral conditions. She uses several type of toothpaste on a case-by-case basis.

Toothpaste: She cares about her oral conditions. She uses several type of toothpaste on a case-by-case basis.

Uses different type of toothpaste for different purposes and occasions. / Values the breath for her own flavor and good impression to other people. / Fresh flavor and feeling

Functional Value: Refresh mouth, fresh breath / Emotional Value: My own flavor, good impression to others

Meal: Highly consious of food in health point of view.

Beauty / Fashion: Generally humble life style in beauty and fashion.

Child care: Has childcare knowledge to some extent and uses her initiative to raise her child.

Diaper: Values diaper which doesn't get sweaty and is easily changed.

Values baby's health and own usability / Switch brands depend on price

Functional Value: Not sweaty, easy to use / Emotional Value: Baby is healthy and happy, can have own time