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Obviously, this is no way to treat real customers directly (any time you make assumptions about individuals based on group traits, you run the risk of stereotyping), but it is useful when you need to make quick decisions and get a general sense of how your team sees things. It’s pretty simple: by filling out details of a basic Facebook profile, you and your team can assemble what you know and believe about a customer segment and represent it via a single, fictional character. One exercise that helps is something I call the Mock Facebook Profile. Here in the real world, we need other solutions. In an ideal world, there’d be a comprehensive, up-to-date set of customer research data that could resolve these disputes in a flash. We should figure out a way to re-invigorate them.” “Really? I think they’re watching out of habit. “We’re dealing with people who love TV, so we should tap into that passion.” That’s why you get stuck in conversations like this: The problem is, organizations rarely have a unified, specific vision of who their target customers are and what they value. They also needed a sense of what their audience didn’t want or no longer cared about. In order to sift through these choices and allocate resources efficiently, the team needed to understand their audience’s behaviors, motivations and needs.
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The options seemed endless: Let’s make a newsletter! No, we could shoot a series of short videos! No, wait, how about building an app? The team tasked with this effort was excited, but as is so often the case, nobody knew quite where to start. I once worked with a long-running TV show that needed to launch a digital content plan.