What’s The Difference Between A Traditional And A Practical Persona?
Ever felt the frustration of trying to understand someone you've just
met? That's a bit like the challenge brands face when trying to "get"
their customers. Enter the battlefield of practical personas versus
traditional ones.
Think of it like this: practical personas are your close friends, always
updating you on their latest stories; traditional ones are like old
yearbook photos, a snapshot from a past moment. Which one would you
trust more?
What’s The Difference Between A Traditional And Practical Persona?
Let’s time-travel for a second. Remember the days when you had to wait
for a handwritten letter? That’s your traditional persona: like
receiving a letter by carrier pigeon, slow but treasured. It gives you a
glimpse of a snapshot in time, but it doesn’t always capture the ongoing
narrative.
Now, imagine the rapid-fire buzz of a text message—that’s the allure of
practical personas. They’re nimble, current, and capture what's
happening right now.
What Is A Traditional Persona
These personas are like your grandma's antique tea set—beautiful,
cherished, but based on old methods. Sure, they might cost a pretty
penny to craft, but they often scratch the surface. They focus more on
broad details like, "Oh, she likes pastel colors and reads a lot,"
rather than diving deep into individual quirks and preferences.
And why have they been our go-to for so long, you ask? Well, it's a bit
like asking why vinyl records still have a charm despite Spotify and
Apple Music ruling the roost. They have a nostalgic quality, a
tried-and-tested method that's been around since, well, forever.
How Do You Build Your Traditional Persona
So, you remember the days before instant everything, right? When you
actually took time to brew your coffee rather than dashing through a
drive-thru? Building a traditional persona is a lot like that slow
brewing process. First, there’s the deep dive of market research. And
I’m talking about the kind that stretches over seasons, where you slowly
soak in survey answers until you have enough information to base your
personas on.
Then, there's this eureka moment when you start spotting patterns. It's
piecing together a puzzle. You're grouping, segmenting, and sifting
through characteristics. “Oh, look! These folks love eco-friendly
products, and these are die-hard tech junkies!”
Finally, armed with these segments, they transform into your traditional
consumer personas.
How Do You Use Your Traditional Persona
Using a traditional persona? It’s like holding a vintage compass while
navigating the wild seas of branding. It points the direction for your
marketing strategy, helps sculpt your content, and even shapes the very
products you’re dreaming up.
But here's the rub—and I can't stress this enough—traditional personas
have their blind spots. They might not always align perfectly with your
real-time customers. Think of them like character sketches for a play.
They give the essence, the vibe, but without a sprinkling of fresh,
real-time data, they're more like fiction. So, while they’re guiding
your strategy, always keep an eye out for your real customers to avoid
straying off course.
What Is A Practical Persona
Imagine if you could have a coffee chat with each of your users. You’d
go beyond just their age or where they live. You'd dive deep, learning
their dreams, desires, and dramas. That's the world of practical
personas—grounded in direct-from-consumer (dfc) data, treating users as
living, breathing stories. Why are they so darn crucial? Because in
today's dynamic world, surface-level won't cut it; you've got to dive
deep.
How Do You Build Your Practical Persona
Imagine having a magic crystal ball, not the cloudy, vague kind, but one
that shows you crystal clear images. That's what Fairing’s Question
Stream® and Question Bank feel like.
They're your secret tools to getting right inside your customer's heads.
It's like having a heart-to-heart, without the small talk. They give you
the unfiltered truth, direct from the source, all plugged into your
MarTech, ready to roll.
And let's play with some examples here:
“Which Of These Best Describes You?”
Our CEO was tuned into Subscription
Radio
one evening and shared a zesty tale about a niche electronics brand that
thought their clientele was mostly pros, you know, the top-tier techies.
Think they're right? Well, they put on their detective hats and popped
this simple question to their shoppers, “Which of these best describes
you?”
The plot twist? Only 2 out of every 10 were professionals! It's like
thinking you're throwing a James Bond-themed party and it turns into a
Star Wars fest. This revelation wasn't just an eyebrow-raiser—it was a
horizon expander! They saw new avenues, new messages, new everything.
And such Eureka moments? That's bread and butter for those who bring
Fairing into their toolkit. Just give the 14-day free
trial a spin and see for yourself.
But, hang on! When you start piecing this information together with
other questions like “How did you hear about us?”, and building segments
out of these self-descriptions, you're essentially getting VIP access to
the user’s mind. It’s like having secret conversations at the water
cooler. Suddenly, you're not just shooting marketing arrows in the dark.
You've got infrared vision. Did students find you on Reddit memes, while
professionals got wind of you from a podcast? Now, go paint the town
with targeted, impactful campaigns. And while you're at it, look at your
average order values for these segments. With such precision targeting,
you're set to max out on your ROI.
“Who Is This Purchase For?”
When you ask someone, “Who is this purchase for?” – it's not just about
the answer. It's about the story behind it.
Are they buying for themselves? A buddy's birthday? A colleague’s
farewell? Or is it a surprise? Each of these answers isn’t just
data—it's a narrative. Like different genres of a novel.
But here's the kicker: Say someone’s buying it for a friend. Bingo!
They’re a buyer, not the end user. It’s an opportunity to tailor-make
your content to lure these buyers into becoming users. Think about
it—they already know your brand, your product, they've got a friend who
loves what you sell. With a nudge in the right direction, they could be
your next brand ambassador.
Still thirsty for more? Use Fairing's arsenal of follow-up questions.
Dive deeper. "What convinced you to buy this product?" or "Would you
ever consider this product for yourself?" And here's my favorite, "How
will you describe this product to the recipient?". These aren't just
questions; they’re keys to unlock treasure troves of insights.
Which Should You Be Using
Traditional and practical personas are like ingredients in a recipe. One
sets the base, the other adds the flavor. They can coexist, but if
you're looking for the secret sauce that's both rich and tangy,
practical personas are where it's
at .
They're the GPS guiding you through the ever-evolving terrain of
customer preferences.
Getting Started
And there you have it—the duel between personas, each with its own
charm. Ready to embark on the journey of truly understanding your
customers? Fairing's your ticket. If you're not a Fairing user yet, grab
a 14-day free trial . Or if you're more
into show-and-tell, book a demo and see
the magic happen.