What is persona?
Persona is the characterization of the average user or customer who will interact with the product or service. Unlike stakeholders, personalar is the archetype of the types of people who will actually use the product. Personalar are fictional characters created based on user research to represent different types of users who can use the product or service offered in similar ways. Creating persona helps users understand their needs, experiences, behaviors, and goals. It allows you to understand that different users have different needs and expectations and to identify with the target audience. Creating a persona guides product development processes and helps create a user experience that responds to the needs of the target user group.
What is persona analysis?
After identifying the persona in line with user research, it is necessary to perform persona analysis to understand how their behavior, desires and needs will affect their approach to the design of the designed product or service. Persona analysis helps determine how features are prioritized in terms of product or service functionality in this process.
When analyzing persona, skills, concerns, goals are defined for each defined user persona, while usage habits are examined from a technology perspective.
Persona analysis is extremely important in the design process as well as in marketing and communication. The importance of persona analysis becomes more apparent in cases where the target audience consisting of a wide variety of users cannot be reached one-on-one. It becomes much easier to create an effective content strategy when you have detailed information about its target audience and communication goals are determined. For this reason, persona analysis can be used when creating a content strategy for promoting a product, communicating brand identity and targeting the right audience.
Why is persona analysis important?
- Doing persona analysis allows you to understand the challenges facing your audience and improve existing knowledge of your customer base. Being familiar with the target audience allows you to actively monitor their needs and renew the product or service offered accordingly. Changes planned according to the needs of the target audience increase communication skills in related subjects and increase the customer base.
- Identifying external factors, for example, season-related changes as part of persona analysis, provides effective insights into shaping product or service features and promotion.
- When persona analysis is carried out meticulously, it allows the detection of a wide range of factors that affect users.
- Persona analysis provides an in-depth understanding of the characteristics of the target audience, not only what they need and want, but also how these needs and desires overlap.
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