Qual a melhor forma de utilizar personas para pesquisa e planejamento de lançamento de produtos?

“If you are selling to everyone, you are selling to NO one”. Consumer persona is one of the most important aspects of not just successful launch but also successful product innovation and development. The identification of the correct consumer persona is always done at the start of the product development and refined as the development and concept development finalize. With the right persona 1) you are able to craft the messaging correctly 2) you are able to build the right offering and place it in the right channels and promote it to be specifically for that target audience 3) you are able to determine how would this specific buy take the purchase designen and cater the purchase journey touch points specifically for him/her

Personas matter because it helps narrow the focus of the marketing messages. Personas improve the quality of the content created and therefore the client's view of the new product.

If you are new to personas, it's important to go back to the beginning. Read the groundbreaking "The Inmates Are Running the Asylum" by Alan Cooper. His book is about product development, but the information applies to other areas. I've seen many marketers present market segments, thinking they are showing personas. Very different concepts. Both have their places. And DO THE HOMEWORK! Don't just collect data and 2nd-hand industry reports. Really think about what you are hearing, and determine if you are asking the wrong questions. One common mistake is deciding that a positive response is the same thing as a customer willing to spend money. If your research doesn't surprise the heck out of you, you aren't doing research.

Buyer personas are like your secret weapon! If you know exactly who you’re talking to, it’s way easier to plan a product they actually want. I’d say, use those personas to figure out their pain points. Then, you shape your messaging and product features around solving those problems. Plus, you can test your ideas with real people who match your personas to make sure you're on point before launch.

I think it's impossible to deliver a message without knowing your audience. The first step to knowing your audience is to create buyer personas. Using buyer personas, Product Marketers can dig deep into buyers' goals, buying habits, and lingo to design a solid messaging. At Tink, buyer personas and use case scoping are the foundational elements of our product launch playbook. Together with our internal stakeholders, we analyse how the product fits our audience's needs and differentiates from our competitors. These elements enable us to build a product that is tailored to the needs of our target audience.

Buyer personas are highly relevant in B2B marketing, but I've found them to be less relevant in B2C marketing relative to 'Jobs To Be Done' (JTBD). The JTBD framework is an approach to developing products based on the customer's specific goal, or “job,” and the thought processes that would lead that customer to “hire” a product to complete the job. For consumer's oftentimes the use or purchase of your product is a lot less considered than in B2B because the onboarding may take minutes instead of months, and switching costs are considerably lower. Work with your insights team/vendor to consuct research based on JTBD and you'll be amazed how much faster and precise you get to understanding and building for potential customers.

Incorporate a 'day in the life' approach when creating personas. This involves a detailed chronology of a typical day for your persona, encompassing not just their interaction with your product category but their entire routine. This holistic view can uncover hidden opportunities for engagement and highlight critical touchpoints that might otherwise be overlooked.

❗️To create effective buyer personas, start by analyzing existing customer data, market research, and social media insights. Consider factors like demographics, behavior patterns, motivations, and goals. For instance, brands that integrate social listening into their persona development see a 30% increase in campaign effectiveness.

The optimal method to create a qualitative buyer persona profile is to conduct in-depth interviews with the target audience representatives. In parallel, u can use ethnographic research technics to get more insights into customer behaviors. This approach will help you answer key questions regarding stimulus, barriers, and decision triggers.

There is no perfect buyer. So, with that in mind, it's important not to get obsessed with creating perfect buyer personas. Instead, it's important to create a range of different personas, typically rooted in a few different problems they're trying to solve for. This goes for both B2B and B2C. By looking at the problem first, we can start to identify who exactly is the right fit based on need, not just a pre-defined set of traits. Of course, you need to back into some of these to start somewhere, but focusing heavily on persona traits can end up limiting your reach and thus your possibilities.

❗️Validate your buyer personas by testing them against real customer interactions and feedback. Conduct surveys, interviews, and A/B testing on different segments. Successful validation often results in a 10-20% increase in lead generation effectiveness, ensuring your product launch targets the right audience.

It depend on the product niche, but the best way is to try selling. So you can use A/B testing approach, by targeting you BP via relevant channels but in a small scale for the test. As well you can consider to emulate "Brand" or product availability to decrease risks.

To validate your buyer persona through methods like focus groups or in-depth interviews, consider two crucial criteria when choosing your test audience: Homogeneity selection criteria: Focus on individuals who SHARE similar psychographic traits, pain points, goals, motivations, preferences, and expectations. Ethnicity, race, and geographic location—integral aspects of demographic segmentation—often influence purchasing behaviors. Heterogeneity selection criteria: Include individuals who DIFFER in Age, Gender, Income, Occupation, Education, Family status, and Family size. Utilise the above criteria to test your product, gather feedback, incorporate changes, and iterate this process until the offering is refined for the official launch.

Validating buyer personas is akin to refining a masterpiece—it requires scrutiny and adjustment. Don't let personas turn into relics; instead, engage your audience in beta testing. Observe their interaction, analyze feedback, and adapt personas accordingly. Real-world testing is the crucible where assumptions either shatter or solidify. Embrace user feedback as a sculptor does the chisel, shaping personas to resonate authentically. Monitor post-launch behaviors; they reveal nuances unobservable in pre-launch predictions. Benchmark against competitors not to imitate, but to differentiate. Remember, buyer personas are living entities—nurture them with constant validation for a product launch that resonates.

Great points by Wole above. In addition, it’s important to make use of the data and insights you already have. Examples include: - Have you run events or webinars? What can you distill from those who’ve attended? - Who’s visiting your site or consuming your content? Do the titles match your personas or offer insights to reevaluate? - Who is actually buying your product or solution? Work with your business team to understand who’s signing the contracts and asses if you’re addressing their considerations and those that influence them. - What common titles are inquiring about your company with analysts in your industry? There are tons of data sources available. Make sure you're taking advantage of those closest to you.

Besides who they are, and what matters to them - you need to really understand where their “eyes” are looking. Where are they browsing and hanging out? How will your launch be discovered by your target? When Zoom went big time in 2017/2018 they were all over the big airports, giant wall ads. Yep, grabbing the reluctant travelers.

❗️Utilize buyer personas to identify key channels and content types preferred by your target audience. For example, a persona focused on millennials might highlight the importance of social media engagement, which can boost brand interaction by up to 40% during a product launch phase.

To effectively use buyer personas for product launch research: 1- Start by : creating detailed profiles of your ideal customers. 2- Gather qualitative and quantitative data to understand their needs and preferences. 3- Craft personalized messaging that addresses their pain points and motivations. 4- Refine your product features to align with their preferences. 5- Choose the appropriate channels to reach your target audience. 6- Continuously test, iterate, and gather feedback throughout the process. 7- Monitor the performance of your strategies and adapt accordingly. By leveraging buyer personas, you can launch your product with a deep understanding of your target audience, increasing the chances of success.

Embrace the paradox: while buyer personas offer valuable insights, don't tether your product launch solely to them. Personas are static, but markets are dynamic. Relying too heavily on personas can blind you to emerging trends and shifting customer needs. Instead, blend qualitative insights from personas with real-time data. Iterate, adapt, and stay agile. The map is not the territory; personas are but a snapshot. The true art lies in dancing with uncertainty, and adjusting your steps as the market melody evolves.

Buyer personas are undoubtedly useful for product launch research, offering insights into market needs and customer expectations. However, relying solely on personas can lead to oversimplification. Real-world customers often have more complex and varied needs than a persona can encapsulate. Additionally, personas may not accurately reflect rapid market changes or emerging trends. It's crucial to complement them with real-time data and direct customer feedback. This approach ensures a more dynamic and responsive product development strategy, aligning closely with actual customer behaviors and preferences.

It’s about product market fit. Understanding your personae let’s you plan a launch through the right channels with the right approach

Buyer personas are also critical to unite the GTM and Marketing teams. When you are all working towards the same goal and speaking the same language it helps drive consistency and a seamless marketing and sales collaboration. Make sure to incorporate insights from these teams over time and continue to refine the personas.

Something to keep in mind is that the same person can have different personas at different times. The usually cost-sensitive mum at a grocery store can become a price-insensitive mum at the airport toy store after spending much time away from kids. A value-seeking stable investor can become a high-risk seeking one when faced with wild market swings.

Challenge the conventional: while buyer personas offer insights, don't let them shackle your creativity. Personas can inadvertently lead to homogeneity. Instead of boxing yourself into predefined segments, embrace the unpredictable diversity of your audience. Innovation thrives on the fringes, where personas often blur. Use personas as a compass, not a straitjacket. Your product launch should be a symphony, harmonizing the varied notes of your entire audience, not just the personas. In the dance of launch planning, let spontaneity be your guide, for the most extraordinary moves arise from the unexpected beats of the market.

❗️ In planning, align your product features, marketing messages, and launch strategies with the specific needs and preferences of your personas. This alignment can lead to a 20% faster time-to-market and a 25% increase in sales conversions, as seen in successful product launches.

You can't forget about defining your ideal company profile as well. Ideally, your target audience for a launch consists of a key persona within a specific type of company.

Keep in mind that not all personas are the same. It's common to have personas referred to as "marketing personas" or "user persona" or "buyer persona" — each with their own unique characteristics, focus, and data. Don't let this confuse you. If your company has a "user persona" it may very well be different from the "buyer persona" as eac individual has different pain points, needs, and jobs to be done.

❗️Beyond buyer personas, consider the impact of market trends, competitor analysis, and digital marketing innovations. Keeping abreast of SEO trends, for instance, can increase organic reach by over 50%, enhancing the effectiveness of your product launch strategy.

oof! ❗❗❗ First, lets fix the Title. ✅ Basic BS about Buyer Personas - The Ultimate Unhelpful Guide Second, the answer is simple, during a product launch, a buyer persona helps you understand: ✅ What channels to consider ✅ What positioning to consider ✅ What pain points will resonate the most ✅ What formats to consider ✅ Who they would like to hear from (Influencers) ✅ What frequency to consider ✅ Empathetic messaging Your buyer persona will guide your launch so I'm assuming you get the idea. Also, if you read this contribution, don't read this article - read contributions by 💡 Mathilda Oladimeji 💡 Bryan McCarty 💡 Nick Macrae 💡 Wole Oduwole You're welcome.

Friendly Connections: Treat your audience like friends; understand their interests and challenges to create a personal connection. Persona-Powered Product: Let buyer personas shape your product story, ensuring it aligns with what your audience is looking for. Relatable Language: Speak in a way that resonates with your personas; avoid jargon and use a tone that feels like a friendly conversation. Tailored Campaigns: Just as you'd recommend different things to different friends, tailor your campaigns to suit each persona's preferences. Ever-Evolving Story: Like friendships, personas change. Regularly update them to stay in tune with evolving interests, keeping your product story everyone's favorite read.