การเก็บข้อมูล Persona

จะรู้ได้อย่างไรว่าลูกค้าเราเป็นใคร ? เป็นคนแบบไหน ? ทำไมถึงมาสนใจสินค้าเรา ถ้าเราจะทำสื่อทางการตลาดเพื่อให้เข้าถึงกลุ่มเป้าหมายเราแบบเจาะจงมากขึ้น และเพิ่มกลุ่มเป้าหมายใหม่ ๆ ในกลุ่มลูกค้าเดิมและ ลูกค้าใหม่เราจะทำอย่างไร?

วันนี้ได้มีโอกาสเข้ารับฟังจากวิทยากรเรื่อง UX Design และ พูดถึงก่อนจะลงเรื่อง UX Design ต้องมีการรวบรวมเก็บข้อมูลของลูกค้าก่อนเพื่อให้ทราบว่า Persona ของลูกค้าเรานั้นคือใคร ? เราจะมี Content Strategy ในการสื่อสารแบบไหนกับเขา แล้ว ควรจะพา Users ที่สื่อสารแล้วไปทางไหน ? คิดว่าเป็นแนวทางที่ดีในการทำ Digital Marketing ที่ใช้ Insight จริง ๆจากทางลูกค้า แล้วทำการตลาดให้ตรงโจทย์

วิทยาการที่ได้รับการอบรมวันนี้

Product สินค้า (วันนี้วิทยากรยกตัวอย่างเช่น) ที่ไดร์ผม เครื่องเป่าผม คิดว่า จะมีกี่กลุ่มที่ใช้งาน Prodcut ตัวนี้ ลองจัดทำ Research ขึ้นมาสำหรับกลุ่ม และ Lifestyle การใช้งานจะได้กลุ่มย่อยกี่กลุ่มในกลุ่มหลักใหญ่

  1. นักเรียน นักศึกษา
    อายุ / ประมาณเท่าไหร่ /เขาซื้อสินค้าอย่างไร /ใช้สินค้าอย่างไร ใช้ไดร์ผมอย่างเดียวหรือเปล่า / ใช้ของพ่อแม่ / ซื้อเองหรือไม่ / ถ้าใช้แล้วดีมีการไปพูดถึงต่อในสังคมออนไลน์หรือไม่ / เชียร์ให้คนอื่นซื้อ / พึงพอใจในสินค้าหรือไม่ อื่น ๆ
  2. คนทำงาน
    สไตล์การใช้งาน / ซื้อด้วยราคาเท่าไหร่ / ราคามีผลต่อการซื้อสินค้าไหม / ชอบแบบใช้งานประหยัดไฟฟ้า / มีหลาย option ให้เลือก / ทำได้หลายทรงไหม มีการไปสอบถามกับ Website หรือหาข้อมูลเพิ่มเติมหรือไม่
  3. แม่บ้าน
    ใช้งานอย่างไร / สินค้าที่ใช้งาน ราคามีผลต่อการซื้อ/ ไปซื้อที่ร้านค้า หรือว่า ซื้อผ่านออนไลน์/ หาข้อมูลก่อนซื้อไหม / เปรียบเทียบราคาไหม
  4. LGBT
    ยี่ห้อมีผลไหม / ชอบฟังก์ชันไหม / ทำได้หลายทรงไหม / ประหยัดเวลาไหม /หาข้อมูลก่อนการซื้อไหม / ชอบไปดูแบบทรงผมตาม Web ไหม
  5. อื่น ๆ

ตัวอย่างคร่าว ๆในการจัดเก็บข้อมูล และ มาแบ่ง Segment ของแต่ละกลุ่มที่ใกล้เคียงกัน ซึ่งการเก็บข้อมูลก็ทำได้หลายทางไม่ว่าจะเป็น

Facebook Insight / Pantip.com / อื่น ๆ หรือ การเข้าอ่านพฤติกรรมของ User แต่ละรายที่เข้าไปเก็บหรือหาข้อมูล เพื่อได้ Persona ที่ชัดเจนในแต่ละกลุ่มมากขึ้น ประโยชน์ของมันคืออะไรหละ

ตัวอย่างคนทำงาน อายุเท่ากัน ใช้สินค้าเหมือนกัน แต่การไปซื้อสินค้าต่าง กัน บางคนชอบซื้อผ่าน E-Commerce บางคนต้องไปจับสินค้าก่อนที่ห้างสรรพสินค้า แล้วค่อยจ่ายตังค์ เท่ากับว่า Brand จะรู้แล้วว่า จะมีกลุ่มบุคคล 2 กลุ่มนะ ใน Website มีคนอ่านสินค้า / Reviews แล้ว ซื้อสินค้าผ่าน E-Commerce ได้ทันที (การออกแบบอาจจะต้องหา Influencer reviews สินค้า เพื่อช่วยให้การตัดสินใจซื้อทันทีเร็วขึ้น และ อีก 1 กลุ่ม อาจจะมีที่ให้ลองสินค้าก่อนการซื้อจริง ก็ต้องทำการตลาดทั้ง 2 อย่างเพื่อให้ตอบโจทย์กับกลุ่มเป้าหมายของเราจริง ๆ

Content Strategy ก็มีความสำคัญในการสื่อสาร

คำนาม เช่น การลงทุน แต่ถ้า Brand ต้องการสื่อสารกับ Persona ที่ไป Research มาแล้ว อาจจะเปลี่ยนคำในการสื่อสารเช่น ทำอย่างไรกับเป้าหมายในการหาเงิน กรณีนี้เป็นการเจาะกลุ่ม Gen Z ซึ่งมีการสำรวจมาแล้วว่า Gen Z มีเป้าหมายชัดเจน ก็ต้องใช้ Content ที่ชัดเจน ซึ่งจะทำให้เข้าถึงกลุ่มคนที่ชัดเจนมากขึ้น

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  59. First off I want to say superb blog! I had a quick question in which I’d like to ask if you don’t mind. I was curious to know how you center yourself and clear your thoughts before writing. I have had a hard time clearing my mind in getting my thoughts out. I do enjoy writing but it just seems like the first 10 to 15 minutes are usually wasted just trying to figure out how to begin. Any suggestions or tips? Cheers!

  60. Hello would you mind letting me know which hosting company you’re utilizing? I’ve loaded your blog in 3 completely different web browsers and I must say this blog loads a lot quicker then most. Can you suggest a good internet hosting provider at a honest price? Kudos, I appreciate it!

  61. Woah! I’m really loving the template/theme of this website. It’s simple, yet effective. A lot of times it’s very hard to get that “perfect balance” between user friendliness and visual appeal. I must say you have done a excellent job with this. In addition, the blog loads very fast for me on Opera. Exceptional Blog!

  62. Please let me know if you’re looking for a author for your weblog. You have some really great posts and I believe I would be a good asset. If you ever want to take some of the load off, I’d absolutely love to write some material for your blog in exchange for a link back to mine. Please blast me an e-mail if interested. Thank you!

  63. Undeniably believe that that you stated. Your favourite justification appeared to be at the internet the simplest thing to consider of. I say to you, I definitely get irked even as other folks consider concerns that they plainly do not understand about. You controlled to hit the nail upon the top as well as defined out the whole thing with no need side effect , folks can take a signal. Will likely be back to get more. Thank you

  64. Hi this is somewhat of off topic but I was wondering if blogs use WYSIWYG editors or if you have to manually code with HTML. I’m starting a blog soon but have no coding knowledge so I wanted to get advice from someone with experience. Any help would be greatly appreciated!

  65. Very good blog! Do you have any recommendations for aspiring writers? I’m planning to start my own website soon but I’m a little lost on everything. Would you advise starting with a free platform like WordPress or go for a paid option? There are so many choices out there that I’m totally confused .. Any recommendations? Thanks a lot!

  66. obviously like your web-site however you need to check the spelling on quite a few of your posts. Several of them are rife with spelling problems and I in finding it very bothersome to tell the truth however I will surely come back again.

  67. I am really loving the theme/design of your site. Do you ever run into any internet browser compatibility problems? A couple of my blog visitors have complained about my blog not operating correctly in Explorer but looks great in Opera. Do you have any solutions to help fix this issue?

  68. It is appropriate time to make some plans for the future and it is time to be happy. I have read this post and if I could I want to suggest you few interesting things or suggestions. Perhaps you could write next articles referring to this article. I want to read more things about it!

  69. I’m impressed, I must say. Rarely do I encounter a blog that’s both educative and engaging, and let me tell you, you have hit the nail on the head. The issue is something which not enough people are speaking intelligently about. I’m very happy that I stumbled across this in my search for something concerning this.

  70. Appreciating the persistence you put into your website and in depth information you present. It’s great to come across a blog every once in a while that isn’t the same outdated rehashed material. Fantastic read! I’ve saved your site and I’m including your RSS feeds to my Google account.

  71. Hi there would you mind letting me know which hosting company you’re working with? I’ve loaded your blog in 3 completely different web browsers and I must say this blog loads a lot quicker then most. Can you suggest a good web hosting provider at a honest price? Thank you, I appreciate it!

  72. Hey this is somewhat of off topic but I was wondering if blogs use WYSIWYG editors or if you have to manually code with HTML. I’m starting a blog soon but have no coding skills so I wanted to get advice from someone with experience. Any help would be greatly appreciated!

  73. I’m really enjoying the design and layout of your blog. It’s a very easy on the eyes which makes it much more enjoyable for me to come here and visit more often. Did you hire out a designer to create your theme? Excellent work!

  74. We stumbled over here from a different web page and thought I may as well check things out. I like what I see so now i am following you. Look forward to exploring your web page yet again.

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