User personas are great instruments to bring your target audiences to life and to give focus to the execution of your marketing/communications strategy.
User personas are great instruments to bring your target audiences to life and to give focus to the execution of your marketing/communications strategy. With our large-scale global study which specializes in values, lifestyle, psychology and visual stimuli we develop a representative persona of your customers using insights into the human experience, zooming in on different (sub)cultures and markets.
Meet Ding Yi and Zhang Xiang, two prospective Chinese tourists to the Netherlands
User personas which are developed for a Western market perspective are rarely internationally applicable. For NBTC Holland Marketing we, therefore, developed two personas to focus on the most prospective tourists from Asia.
Example of persona Ding Yi: open-minded and interested in art and culture
Ding Yi is 32 years old, he lives with his parents but spends a lot of time with friends. He has a nice job as a web designer at a company that produces healthy food. Ding Yi is active and sporty. He prefers honest, handmade products that look fashionable. To prepare for a trip, he mainly uses the internet. He enjoys traveling by himself in May or September and usually stays in three or four-star hotels. He likes to discover hidden treasures, and he finds it important to meet new people.
Example of persona Zhang Xiang: purposeful and fond of souvenirs
Zhang Xiang is 38 years old, he is married and father of one son. His management job in a large company is important to him, and he does not mind working long hours. In his spare time, he is pursuing further studies. He is interested in antiques and thinks diamonds are a wise investment. Zhang Xiang values his family. He often takes his parents on journeys and plans everything. He wants to see all the sights, buys a lot of souvenirs and enjoys being entertained and pampered. He prefers organized tours.
Click here for information about the international user personas we developed for the Van Gogh Museum
“There were huge posters on the wall and we showed films. When it was time for a break, we let the staff choose which snack belonged to each persona. So people went snacking like the personas would.”
Laurine van de Wiel, Head of Marketing Van Gogh Museum