A buyer persona is a fictional, generalized representation of your ideal customer. They help you understand your customers and prospective customers better. If you're in the process of conducting research to curate a buyer persona, tell us below! Give us your tips and tricks, and what research methods you've found success with. To learn more about buyer personas, check out the "Getting to Know Your Customer" lesson via HubSpot Academy.
Entrevistas individuais: Conduzi entrevistas individuais com policiais com 14 anos de carreira ou mais para entender suas experiências e necessidades. Perguntei sobre os desafios específicos que enfrentam em suas investigações, as ferramentas que atualmente utilizam e quais recursos adicionais consideram úteis para melhorar seu trabalho.
Pesquisas online: Elaborei uma pesquisa online direcionada aos policiais com 14 anos de carreira, perguntando sobre suas preferências em termos de tecnologia e ferramentas de investigação. Explorei suas opiniões sobre o uso de novas tecnologias para aprimorar suas investigações e identifiquei quais recursos eles consideravam mais importantes.
Análise de dados internos: Analisei os dados internos da nossa empresa para identificar padrões de uso de ferramentas por policiais com 14 anos de carreira. Isso incluiu dados de acesso às nossas plataformas, feedback de clientes e registros de treinamento para entender como os policiais estão atualmente utilizando nossas ferramentas e quais áreas podem ser aprimoradas.
Grupos focais: Realizei grupos focais com policiais com diferentes níveis de experiência para discutir suas necessidades específicas em termos de investigação. Exploramos como nossas ferramentas poderiam ajudá-los em suas tarefas diárias e quais recursos adicionais eles gostariam de ver implementados.
Análise de mídias sociais: Monitorei as mídias sociais relacionadas à comunidade policial para identificar tendências e preocupações comuns entre os policiais com 14 anos de carreira. Isso ajudou a validar nossas descobertas e garantir que estávamos abordando as necessidades reais desse segmento de clientes.
I think a lot of people talked enought about tricks and tips to get "better", so I'll instead will talk about the failed experience and mistakes that I made during the first's try of collecting information.And, all that happend before I knew Hubspot. The main mistake was the over focus on gather to much "sample", I spend a lot of time to just collect hundred and hundred of contacts ,and even more time on building the sheet with all the information my team had at time.At end I couldn't make even a standard and efficient questionaire to use on these prospects, I had to improvise a lot of question base on their individual caratheristics, and improvising usually means also "unprepared for the unexpected", which caused a unprofessional image of myself and my company. If before to start blindly the action, I would engage a meeting first, with all the member of the team, discussing and filtering the buyer persona, we can get more specificic sequences and actions.That could lead to something better, I believe.
One means of data collection that has been quite fruitful is conducting Focused Group Discussions. It's important to form these groups carefully bearing in mind they are from similar demography and stage in the buyer journey. In my experience I have observed a more layered insight when groups resonate or even dissonate about similar questions. FGDs often save a lot of time and require a grounded semi-structured approach to the discussions for maximum insight.
understanding customers with conversatino on social media or in person or surveys. The most important in my opinion is reviewing complaints that we can fix because people are more likely to remember the bad things.
I have some interesting experience working within an industry in the US that is highly regulated and doesn't allow for traditional marketing methods. To curate information we had to do many face-to-face interviews. However, one particularly beneficial way was to utilize loyalty programs to gain demographic information. This was used with POS data to build out personas and position our strategies correctly. From there we were able to target specific groups at points throughout the year that gave us a competitive edge in the local market which was eventually adopted nationally.
one way that I did research on creating a buyer person is through interviews. I asked things like why did you choose to shop with us over other companies? what do you enjoy most about our store? how can we improve the shopping process for you?
Fazer as perguntas certas para a equipe de vendas, afinal, a equipe está mais proxima do cliente e possui interação direta com ele. Usaria as mídias digitais, como: linkedin, ultilizaria de plataformas de busca, como Google, SEMhush, entre outras.
De uma maneira geral, irira colher o maior número de informações possiveis
First thing I will do is to dig in to Linkedin and other social media platforms, will check about any news articles available on them in google. will research about the company they work for or they own.
Outside of direct customer interviews or asking Sales & Customer Success about what drove customer decisions, I've found a lot of "aha" moments in understanding my buyers by researching articles like "How to sell to <title>" written by people that are in that role. They will share what they care about, their vendor "icks", and share stories about their best experiences.
