Bringing segments to life
What do you see when you look at a wall? If you said, 'a wall,' then you must not be a York persona. Because they see a canvas, a challenge, an expression of personal style.
How do we know that? Because we spent dozens of hours diving into their heads through virtual ethnographies and large sample quant work.
York's goals were to:
- Identify key segment types and their purchase drivers
- Understand the customer journey including triggers, actions and emotions
- Develop better-informed market strategies for each segment
- Gain deeper understanding of the risks associated with how to sell designer products online
From the initial workshop, it was clear that there was no shortage of hypotheses about types of customers. York wanted to pressure test those assumptions with a rigorous and scientific research approach. Most importantly, they needed actionable personas that had both substance and style...kinda like their customers.
Interior designers and consumers brought us into their workspaces and homes through webcams. We saw samples and tip sheets and sites they shop. We listened and watched and asked. And then, when the dust settled, we had personas.
But we didn't stop there. To validate the patterns and size the groups, we ran a large quantitative study. We asked them about attitudes and aptitudes.Then we had slightly different personas.
But we didn't stop there. We took the York style guide and mashed it up with the research outputs. What came out was persona designs that met the high bar of style around the York offices.
Now they are looking for that perfect wall to hang them on.
The result, frame-worthy artifacts that are as rigorously researched as they are beautiful.