An archetype or persona represents the essence of a priority group, often captured and presented in caricature form, though it is not unknown for agencies to hire actors, develop scripts, and videotape scenarios to develop an in-depth understanding of a group and also be able to communicate that understanding and empathy to clients and stakeholders. These personas or archetypes might be developed for current or desired users of products or services as well as for people who engage in a behavior we are trying to change or who are open to trying a new behavior.
This archetype distills the team’s understanding of the priority group members, insight into what motivates them, what emotions resonate with them, and what actions they are ready to undertake. However, describing the persona is also a creative opportunity for the agency and its client to bring the person to life for themselves and others.
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