What Customer and Buyer Persona Analysis Means for You

Monday - December 23rd, 2013

Written by: Rob Ruscher

What Customer and Buyer Persona Analysis Means for You

At 522 Digital, we offer you the opportunity to better understand your customers through our customer and buyer persona analysis. Through online data and research, we are able to determine the basic personas of most of your online clients. Understanding buyer persona is critical to communicating and developing a professional relationship with them.

While there are various personality types, there is no one specific category that consumers fall into. People are hybrids of personality types, which affects the way that they interact with the brands around them. In general, there are four main personality types that we understand today.

  1. The director. This person is the driver who is assertive, but isn’t responsive. They move quickly and prefer efficiency and effectiveness to an extensively thought-out process. The more power they have in a situation, the more the director feels in control, which places him in his element. Facts and logic move them to make decisions.
  2. The socializer. This person is extremely expressive and is both assertive and responsive. Socializers are enthusiastic and respond quickly to stimuli. Thanks to their social skills, they’re very good at persuading others and have emotionally expressive personalities. Brands that are friendly and personable in nature resonate with the socializer.
  3. The amiable. Amiable people tend to be pacifists. They seek to understand others and find common ground. They are good-natured people and are patient to see the best in any given situation. They want to feel that you are genuinely interested in them and what they have to say.
  4. The clinician. Clinicians are extremely analytical and take a lot of time to analyze an opportunity before taking action. They instinctively distrust persuasive people and like to make the decision on their own. Brands that focus on transparency and strong content marketing are able to relate to the clinician.

Of course, there are other personality type combinations more nuanced than this basic list, but this gives us a solid understanding of most types of consumers. By segmenting consumers based on personality types, brands can respond and market in the way that is most efficient for them. In some industries, brands will attract a specific personality type while others attract a solid mix of them all.

Regardless, it’s critical to understand the profile of your target audience and your current audience. The more that you understand your consumers, the better that you can serve them and strategically grow your company. No matter how successful your business, you must acknowledge the human side that drives people to action.

In other words, your business is not about you or any specific customer. Instead, it’s about building meaningful relationships and building trust with consumers. The more insight you have into the mind of the consumer, the more opportunity you have to boost the economic success of your business. Recognizing the importance of engaging customers is often what differentiates brands that thrive versus those that struggle to dominate their industry.

Does your brand understand its customer profiles? What could you be doing to better engage and interact with consumers? How would this knowledge change your strategy?


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