創新策略思考卡02〈購買者人物角色誌 Buyer Persona〉

〈購買者人物角色誌 Buyer Persona〉
創新策略思考卡 No.02

購買者人物角色誌

購買者人物角色誌是一種顧客模型,藉由顧客研究來洞察我們目前典型或未來鎖定的目標客戶族群。購買者是指進行購買行為的角色。

以下問題可以幫助你抓出目標消費者的購買行為:
 
他們的性別、年齡、家庭、職業、專業、收入等基本資料是什麼?
他們是什麼個性或是有什麼特別的喜好嗎?
他們為何要購買?購買要達成的主要與次要目標分別是什麼?
他們在達成目標的過程中所碰到的主要以及次要問題或挑戰是什麼?
我們可以如何幫助這個角色解決他們的問題並達到他的目標?
我們能為他們的問題與挑戰提供什麼樣的解決方案?
他們在購買我們的產品或服務時,最常出現的疑慮是什麼?
收錄幾句他們曾經在購買與對談過程中實際說過的話。

Buyer Persona

Buyer persona is a kind of customer model, through customer research to gain insight into our current typical or future target customer groups. The buyer refers to the role that makes the purchase.

The following questions can help you catch the buying behavior of target consumers:

What are their basic information such as gender, age, family, occupation, profession, income, etc.?
What are their personalities or do they have any special preferences?
Why should they buy? What are the main and secondary objectives of purchase?
What are the main and secondary problems or challenges they encountered in the process of achieving their goals?
How can we help this character solve their problems and achieve his goals?
What solutions can we provide to their problems and challenges?
What are their most common doubts when buying our products or services?
Include a few sentences they actually said during the purchase and conversation.

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