Developing Personas to Build Category and Consumer Understanding

The Situation

The Solution

The Result

A major company wanted to understand the smart hair dryer category and target consumer persona—a segment that was completely new to the company.

The client wanted to understand:

1.What competitive vulnerabilities and unmet needs existed in the category

2.Who the consumer was and what they looked for in smart hair dryers

3.What benefits were most important for smart hair dryer users—and how they were different from traditional hair dryers

Through 4Sight’s Landscape and Consumer Persona capabilities—leveraging quantitative and qualitative analytics across reviews and social—the client was able to:

Identify consumers’ key points of entrance into the category and key purchase barriers

Understand the key benefits and needs consumers were seeking, supported with verbatims

Uncover the key affinity brands that the consumer persona over-indexed with to help support co-marketing and co-advertising initiatives by extracting brand reviews at scale

Identify the key technologies in the category (product, user experience), to build competitive understanding

Brand Marketing

  • Developed a persona to build internal understanding around the new target audience and smart hair dryer category

  • Identified the benefits consumers were seeking and expecting

  • Recommended key brands for use in co-marketing and co-advertising efforts

Product and User Experience

  • Defined a key product opportunity area that their brand could uniquely offer

  • Prioritized the “must haves” around the product and user experience for the smart hair dryer category

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