Description

Better to understand his/her/its target to develop activities adapted more efficient, such was the wish of one of our customers. A Strat up French that called on our team to lead a survey of market aiming to define the profiles types of his/her/its public target (personas) and to have recommendations to adjust his/her/its offer.

Mission

To do a survey of market aiming to define the profile better and the public's waiting targets

Results
The creation of a communication campaign in order to recruit the participants to the investigation
The harvest of quantitative and qualitative data
The analysis of the data and the synthesis of the results
The definition of personas (profiles types)
Of the recommendations to reach the public better targets

Impact
An awareness on the nature of the problem
The access to meaningful data facilitating the future decision making
An improvement of the impact by the public targets

The necessity to really understand the waiting and the public's needs target
When the actions undertaken by an organization don't have the discounted results, a discount in question is necessary. The solution opened out by our donor of order didn't produce any results in central Africa. The gap between the aimed results and those really gotten often depend on a big number of factors. Sometimes, it can be due to the fact that the waiting and the public's needs target are not really included and, therefore, the led actions are not adapted and have little impact therefore only.

A survey of market in order to define the personas
Confronted to this type of situation, the members of the Direction solicited our cabinet in order to understand why some of their actions had little success only by the public targets. Their wish was to know the real needs, the waiting and the behavior of the target better. Our mission was to conceive and to lead a survey of market that would permit to bring the concrete answers as well as recommendations to improve the future activities.

1-in a first time, we defined the precise objectives: our ambition was to define some personas in relation to our customer's target, in other words the profiles types of the target. It was about defining the features clean to the target and his/her/its waiting in order to allow the enterprise then to adjust his/her/its activities.

2-we conceived the design of the survey then while determining :

the type of investigations that had to be led
the sample and the type of respondents that were going to permit to get meaningful results
the methods of analyses that it was necessary to use

3 - we also developed the tools used for the harvest of data (questionnaires, canvas, red thread of the interviews, etc.).

4-then, our team opened out the campaign of communication that permitted to recruit the participants to the different investigations.

5-and, in order to assure that the set of our gait corresponded to the waiting, we integrated the person responsible of the project of the side of the client society to all stages of the process.

Different types of data and analyses for a meaningful result
The survey implied strictly speaking :

-the harvest of qualitative data through 3 focuses different groups, counting to the total more than 10 participants. Of the sessions that have been organized and animate by the WAT&CO team ;
-the harvest of quantitative data through an on line questionnaire specifically conceived for the survey by our team and validated by the customer. The on line questionnaire has been filled by more with 500 respondents.

Several analyses have been led, permitting to define the personas in a relatively precise manner. He/it proved to be that the features, the waiting and the public's needs target didn't correspond to what was imagined by the members of the Direction. There was a relatively important gap indeed between their perception and the reality, what explained largely the misses efficiency of the actions led up to here. Then, on the basis of our analyses and thanks to our knowledge of our customer's activities, we also formulated a list of improvement recommendations.

An awareness and of the recommendations to adapt the offer
To the term of our mission, the Direction had a survey of market done of HAS to Z, synthesized in a document and presented orally, containing of the clear and concrete answers. Of the results that permitted an awareness on the nature of the dysfunction and recommendations that was going to help to correct shooting quickly and efficiently.

In numbers
4 draining months between the hold in hand of the mission and the final presentation
+500 respondents to the questionnaire
+10 participants to the focuses groups
3 definite personas based

7 recommendations of improvement on the results of the different analyses and the definite persona.

To answer if need be for the target is a principle fundamental of the marketing
We are concentrated so on the daily tasks that we forget to be to the monitoring of the market and we move away of the principle fundamental of the relation customer that would like that one answers if need be. A little adapted offer results from it and of the actions that, even though they are led well, only have a weak impact. From then on, it is essential to take the height, to listen to the needs and to understand the waiting of the market. This situation arrives a lot on the of the software solutions.