In our group of 4 this week we crafted our persona out of interviewing respective members of our group on the experience of going to the movies. We tried to not only ascertain their primary motivations for going to the movies and their movie going experience but also look deeper to glean information about aspects of their personality or behavioural patterns which might highlight latent needs and wants before during or after a cinema going experience.

Describe your experience of creating a single persona from different users’ perspectives gathered in the interview data. Was there enough commonality between the 4 people interviewed to form a coherent persona? Or would it have made more sense to create a second different persona?

It was difficult to establish a large enough data set with just 4 people to form sufficient commonality between users/movie goers. Given different lifestyles and traits it was interesting to try and group variables in a multiple choice scenario with enough data. We ended up using the initial exercise as a means of identifying areas which raised further questions or drew out more traits about a movie going experience such as eating, comfort, ideas of luxury and spending habits.

We came up with a slightly over the top 24 year old junior marketing executive who used her movie going experience to relieve stress but was still budget conscious as she was still on a junior salary so she tended to visit the movies on a cheap Tuesday.

Do you think your final persona was successful in generating empathy with users? What would you change to make it better?

I think given the time and sample size our persona was well crafted. She is slightly contrived 😉 and slightly stereotypical but aspects of her personality lend themselves really well to the exercise and we could relate to her.


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