The One Minute Presenter is a journey of 8 steps. Step 2 is “Treasure Your Audience”. One important component of really getting a deep understanding of your audience is to build a Golden Avatar of your ideal types of audiences.
I was recently reading about Ford approach to making a global car. I was interested to find that they are using a Golden Avatar approach by creating “Isabella Everyperson”.
Here’s how they use it:
Ford researched buyers of its previous Fiesta in Europe as well as customers who prefer small cars sold by Volkswagen in Europe, Honda Motor in the U.S., and Toyota in China. These were mostly consumers aged 20 to 30 who had limited funds but a big appetite for fashion and design. Ford next created an imaginary customer—a global archetype, if you will. Her name is “Isabella,” a recent college graduate living near Milan. Isabella is creative, thinking about pursuing journalism, a modest earner, and likes city living. She is fashionable and plugged into social media. “We found that Isabella’s personality traits, aspirations, and sensibilities, and what she wants in a car, [resonated] in each market where we ran consumer clinics, whether it was Sydney or St. Louis.”
Read the whole article in BusinessWeek here.
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