〈购买者人物角色志 Buyer Persona〉
创新策略思考卡 No.02
购买者人物角色志
购买者人物角色志是一种顾客模型，藉由顾客研究来洞察我们目前典型或未来锁定的目标客户族群。购买者是指进行购买行为的角色。
以下问题可以帮助你抓出目标消费者的购买行为：
他们的性别、年龄、家庭、职业、专业、收入等基本资料是什么？
他们是什么个性或是有什么特别的喜好吗？
他们为何要购买？购买要达成的主要与次要目标分别是什么？
他们在达成目标的过程中所碰到的主要以及次要问题或挑战是什么？
我们可以如何帮助这个角色解决他们的问题并达到他的目标？
我们能为他们的问题与挑战提供什么样的解决方案？
他们在购买我们的产品或服务时，最常出现的疑虑是什么？
收录几句他们曾经在购买与对谈过程中实际说过的话。
Buyer Persona
Buyer persona is a kind of customer model, through customer research to gain insight into our current typical or future target customer groups. The buyer refers to the role that makes the purchase.
The following questions can help you catch the buying behavior of target consumers:
What are their basic information such as gender, age, family, occupation, profession, income, etc.?
What are their personalities or do they have any special preferences?
Why should they buy? What are the main and secondary objectives of purchase?
What are the main and secondary problems or challenges they encountered in the process of achieving their goals?
How can we help this character solve their problems and achieve his goals?
What solutions can we provide to their problems and challenges?
What are their most common doubts when buying our products or services?
Include a few sentences they actually said during the purchase and conversation.