Creating a deeper understanding of how attitudes, beliefs, perceptions, culture, and norms affect how goals are pursued and how decisions are made. Mental models help us to understand how buyers think and the motivations behind specific thought processes. We do this by attempting to understand the mental models of buyers. Mental Models: Crucial to buyer personas is the empathetic understanding of being inside the mind of buyers. What we seek to deeply understand are the goals of buyers and how these goals drive their buying decisions. An essential research-based framework that seeks to understand the underlying motivations driving the pursuit of accomplishing a goal or set of goals. Goals: Buyer persona research is centered upon the principle of understanding goals and goal-directed behaviors, choices, and decisions. It is equally important to note that buyer personas cannot be developed or constructed on data alone. Buyer persona archetypes should model real target buyers. This is a significant inaccuracy as modeled archetypes are representative of real people. The word “fictional” or an “example” has been used often to describe a buyer persona. That is research with real buyers.Īrchetypal Representations: A buyer persona(s) represents an archetype(s) modeled from real people interviewed. Buyer personas can only be developed when they are developed on the foundation of conducting buyer research. Research-Based: Fundamental to buyer personas is they are based on qualitative and ethnographic-based interviews with real people. To help with such inaccuracies, let’s breakdown the original definition into its essential 5 core insights-based points: And the only one that delivers superior results that accelerate revenue growth. Founded by Tony Zambito, it is the only true buyer persona development process true to the origins of personas and goal theory. What differentiates Goal-Directed Buyer Personas from anything else is they are rooted in proven research on goal-setting theory, goal-oriented behaviors, and business anthropology. The results are buyer profiles instead of true buyer personas. What is common about the inaccuracies is they are all rooted in marketing or product marketing language and misperceptions. Since the mid-2000s, the definition of a buyer persona described in thousands of articles, several books, numerous agencies, and other forms of marketing services has been fraught with many inaccuracies.
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