In order to get the most from target groups, we can use personas as a practical tool. Because of cultural differences, the personas we have developed for the Western market are rarely internationally applicable.
Because of this, we developed two entirely new Chinese Glocalities-based personas: Ding Yi and Zhang Xiang to identify and profile our Chinese target audiences. NBTC commissioned Motivaction to conduct research amongst Chinese people who are planning to visit Europe in the near future. This research was carried out across the Chinese regions of Beijing, Shanghai, Guangzhou, Hangzhou, Xiamen and Chengdu to get adequate information to form the basis of our personas.
Motivaction Glocalities Personas: The Netherlands
These personas are based on the Glocalities-model, which includes psychological and sociological aspects. Question asked include whether an individual is open to change and how much they value traditions? Are people particularly obedient and focused on control or do they tend to focus more on freedom and individual choice?
The respondents are divided into five segments: Socializers (1%), Conservatives (13%), Achievers (44%), Creatives (14%) and Challengers (28%). Based on their characteristics and interests the achievers and the creatives form the main target groups in the Netherlands.
Motivaction Glocalities Personas: China
In order to clearly personify and understand the Chinese demographic that is likely to visit Europe, we have created two personas: Ding Yi (creatives) and Zhang Xiang (achievers).
Ding Yi: open-minded and interested in art and culture
Zhang Xiang: purposeful and fond of souvenirs
Source: NBTC, 05/18/2016