Rachel Clarke, Head of Planning at Havas helia, gives an overview on what personas are and how you can create them.

1. Client logo
Presentation title goes
in this space here
Personas, Portraits or
Segments

2. Who am I?
15 years project management
13 years social media and digital
strategy
Scotland, Amsterdam, London and New
York
Client and agency side
Project Manager
Project Team Leader
Process Improvement Manager
Business Improvement Manager
Digital Strategist
Blogger
Head of Social Media
Head of Engagement Intelligence
Planning Director

4. Personalisation

5. User Centric

6. In user-centered design and
marketing, personas are fictional characters created
to represent the different user types that might use a
site, brand, or product in a similar way.

7. Personas
Segments
Portraits
Use-cases

8. Strategic
Operational
Messaging
Targets
Media planning
Asset planning
Effectiveness
Optimisation
Acquisition
ROI maximisation

9. Data based

10. ID
Name
Address
Telephone Number
Date of Birth
Gender
Email Address

11. Weat
her
Data
Employm
ent
Unemplo
yment
DataSeasona
lity
Index
Media Exposure
Brand Engagement
Matching data
Environmental
Life stage
&
Behavioural Factors
Awareness
Brand health
Purchase Intent
Additional
unstructured
local data

12. Weat
her
Data
Employm
ent
Unemplo
yment
DataSeasona
lity
Index
Awareness
Brand health
Purchase Intent
Additional
unstructured
local data
Experian
Data
Census
Data
Social
Custom
Audiences
Environmental
Life stage
&
Behavioural Factors
Media Exposure
Brand Engagement

13. Research Based

15. Researcher
She is after information: product information, the ingredients, where she can buy it, how much it costs, what it
looks and feels like. She wants to know that other people have used the product and what they thought of it – and
most importantly, how was it to use
Life-Stage
Womanhood (disposable income and little
responsibilities)
Needs
I like to be fashionable but I have sensitive skin on
my face and need specific products that will not
irritate it
Real-Life Scenario
I like to find out about products for myself. I go to
magazine sites, blogs and read reviews
because I want to products that suit me – and are
this years fashions.
I think I would always start with an online search,
as it’s so quick and easy to find stuff, and check out
independent websites or blogs before I ever
went on to a company’s own website. I don’t
really trust reviews on company websites. I
would probably only go on the company website to
check the ingredients. In truth, before I buy
anything, I would rather hear from real people
about how it was to use the product, how long it
lasted.
I don’t mind writing reviews and actually quite
enjoy it, particularly if it’s a new product.
I’m happy to shop online as long as it’s worth
my while – but usually for repeat purchase only. I
like to try things on my skin
Pain Points
Not all information is readily available on brand
websites and I want to be able to get outside
reviews and information easily without
always having to go back and forth. It’s
really hard to get the right product to be sure
that there aren’t any ingredients included that
would make my skin react badly. Sometimes
they aren’t even listed so the research can
take a while. This is why I am often reluctant to
change products – once I find a brand I like I
tend to stick with it. I would like it if there was
more information regarding how companies
test their products.
UGC and Activity
Various websites (Including Brand sites) –
leaves reviews
Video sharing site – watch videos and often
leave comments
Photo collection site – inspiration on recipes and
fashion, a place to store those bits of inspiration,
search for items of interest
.

16. Creating personas

17. What
Why
How

18. What

19. Device Usage
0
20
40
60
80
100
120
Personal
PC/laptop
Mobile phone Work PC/laptop Tablet Games Console Television e-Reader (To Q1
2015)
Canada
Germany
Japan
UK
US
0
10
20
30
40
50
60
70
80
90
100
Canada
Germany
Japan
UK
US
Top Site usage
0
10
20
30
40
50
60
70
Facebook None of the
above
YouTube Twitter Pinterest Google+ LinkedIn Instagram WhatsApp WeChat
Canada
Germany
Japan
UK
US
Social Media Usage
0
10
20
30
40
50
60
Less than 30
minutes
30 minutes to
1 Hour
1 to 2 Hours Do not use 2 to 3 Hours 3 to 4 Hours 4 to 6 Hours 6 to 10 Hours More than 10
Hours
Canada
Germany
Japan
UK
US
Time on social media

20. Why

21. 0
10
20
30
40
50
60
Canada
Germany
Japan
UK
US
Motivations for internet use
0
10
20
30
40
50
60
70
Canada
Germany
Japan
UK
US
Motivations for social media use
“…I normally check online to find
reviews and compare prices…”
“…I go to Google Shopping or
Amazon to see where I can get it
for the best price.”
“I don’t trust reviews on company
websites done by themselves, I’d
rather hear from real people”

22. How

23. In store referencesMultiple tabs
Mobile vs desktop

24. Targeted
Surveys
Mass
surveys
Observational
and focus
groups

25. Science or art?

26. Cluster
analysis
Statement
classification
Story writing

27. Researcher Social Media
Browser
POS

28. Personas are shorthand for
lots of information

29. Trigger Review Purchase LoyaltyEngagement
Offline
and
PR
Social
Online
content
Web
and
mobile
site
Online
Ads
Search
Direct
1
On one of her usual magazine sites, she
sees an article and video about the
season’s latest colours
She clicks from the end frame on video
through to YouTube watch the more
information about the season’s look
2
She’s never considered bright red,
always preferring a more discrete
colour..but maybe it’s the year.
Looking at the brand site for
ingredients, it’s all organic and not
tested on animals
There’s an offer for the long-
lasting variety, 2 for 1, her and a
friend. She decides to get the
voucher
4
She and her friend use
their voucher and get the
sample
5
She loves it and has to tell
her friends – she posts a
selfie on FB letting them
know where she bought it
6
3

30. Client logo
Presentation title goes
in this space here
Thank you
Rachel Clarke
rachel.clarke@havashelia.com
Client logo