Going Global To Find Digital Personas

The Challenge

Our client wanted to realign their mobile technology company into a digital services provider. To do this they had to look again at their audience and redefine them based on today’s digital consumers. With new consumer targets, or personas, they wanted to develop new websites, UIs and apps.

The Insight

But these digital personas needed to be more than a research output. They needed to be global, and fully brought to life, going beyond a standard customer segmentation. So we packed our bags and flew out to personally meet digital consumers in 9 countries –combining IDIs, web surfing sessions, mobile surfing sessions and voxpops to get the deep insight required.

And how did we draw together insight from such different consumers from so many markets? We needed a unifying theme. We utilised the concept of ‘digital natives’ and digital tourists’ terms we were already familiar with but we went on to develop, modify and use them as frameworks for explaining and unpacking modern digital users.

The Impact

We made it simple for our client to use their new personas professionally produced video edits showing who they were, how to identify them, how to speak to them, how to grab their attention and crucially their ROI.