How to Build the Richard Persona in Xtensio (Eazl Growth Hacking 2019)

Summary

The video script introduces a task to create a persona based on insights from Google Analytics and Facebook Insights. It guides viewers through the process using a blend user persona canvas and an extensive tutorial on old links. The script emphasizes the importance of understanding personality dimensions through tools like 16Personalities and suggests enriching the initial personas with customer interviews. The goal is to develop empathy for the target audience and improve team collaboration in content creation and marketing strategies.

Takeaways

• 🎯 The task at hand is to create a persona based on data from Google Analytics and Facebook Insights.
• 🔍 The goal is to gain a better understanding of the target audience, particularly focusing on best-performing metrics.
• 📈 The process involves expanding a basic user persona canvas to a full one using a program like extensive old links.
• 🌟 A comprehensive persona includes details such as name, photo, quotes, and typical statements to humanize the data.
• 📊 Demographic and personality profiles are essential components of a well-rounded persona.
• 🛠️ Utilizing the 16 personalities framework is recommended to identify key personality dimensions.
• 🎭 The persona should be relatable, using real-life observations and primary research to make initial assumptions.
• 🖼️ Visual aids like printing out the persona can help in understanding and empathizing with the target user.
• 🤝 Sharing the persona with team members like designers and content marketers fosters a shared understanding and strategy.
• 💬 Initial personas can be created in extensive old links using an empty persona mask and preliminary observations.
• 📝 Enriching the persona with customer interviews and social media analysis is crucial for accuracy and depth.

Q & A

What is the primary goal of the task described in the transcript?

The primary goal is to create a detailed user persona based on existing insights from Google Analytics and Facebook Insights.

What tool is mentioned for creating personas?

The tool mentioned is called 'extensive old links' in a tutorial, which seems to be a resource for mastering persona creation.

How does the video guide the creation of a persona?

The video guides the creation of a persona by using a blend user persona canvas and expanding it to a full one, filling in various fields to develop a comprehensive profile of the target audience.

What is the significance of the name Richard in the context of the script?

Richard is an example name given to the persona being created, to help visualize and humanize the target audience profile.

Why is it recommended to use the 16 personalities test in the process?

The 16 personalities test is recommended to identify the dimensions of the persona's personality, providing a more nuanced understanding of their character traits.

How can initial assumptions be made for persona creation?

Initial assumptions can be made by combining primary research, observations from social media, interest groups, and personal knowledge of similar individuals in real life.

What is the importance of printing out the persona profile?

Printing out the persona profile is helpful for referencing it in the office, discussing it with the team, designers, and content marketers, and developing empathy for the user.

What is the next step after creating the initial personas?

The next step is to enrich the data and profiles by conducting customer interviews to gather more detailed and accurate information.

How can social media be utilized in the persona creation process?

Social media can be used to analyze the type of users, their interests, and behaviors, which can provide valuable insights for making more accurate assumptions about the persona.

What is the overall purpose of creating detailed personas?

The purpose of creating detailed personas is to better understand the target audience, which helps in developing content, products, and strategies that resonate with their needs and preferences.