Worksheet 4: Understanding Your Persona

Link to your Assessment

Each persona is a reference model representative of a specific type of users. Technically, they can be called behavioural archetypes when they focus on capturing the different behaviours (e.g. “the conscious chooser”) without expressing a defined personality or socio-demographics. The more the archetypes assume a realistic feeling (e.g. name, age, household composition, etc.), the more they become real personas, fully expressing the needs, desires, habits and cultural backgrounds of specific groups of users.

Steps for developing a persona profile

1. Conduct interviews or qualitative analysis
2. Analyse data to develop insights
3. Build persona profiles and scenarios
4. Map the profiles to consumer behaviour
5. Validate the persona profiles

Activity 1- Interview a Persona

TASK: you need think of the task that the persona needs to do. e.g. eating healthier meals

Fill in the table below by asking questions

REMEMBER TO

Avoid enriching their descriptions with details that are not relevant in that context: they could be misleading

Activity 2- Complete an empathy map for your persona

Link to your Assessment

^{Using the table below and insights gathered from interviewing your persona in activity 1, complete the empathy map. What do people say/think/do/feel about healthy eating?}

Persona Name:

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