What information would you need to know directly from the end-customer to a) validate you have the right customer segment, and b) create a full persona?

Secondary Research

Creating a persona starts by first identifying the target customer segment and then narrowing it down to the end-customer. Much of the initial analysis will come from using secondary resources. Secondary resources are a source for data about customer groups, their characteristics, behaviors, or needs and wants. One common mistake entrepreneurs will make is to disconnect the value proposition and the business model from the target customer segment. Remember that you are building a business for the customer segment that is willing and able to purchase a product or service from you. Making a product for someone that is not willing or able to pay you for it is not a viable business.

For the secondary research assignment, students will use the worksheets below to organize their research, thoughts, and analysis on who their end-customer may potentially be. Use the database from the Lynn University Library under the business databases set. The librarians have identified some of the most commonly used databases to help you do your research.

Students will submit the following:

1) Create a persona for each end-customer related to your business idea. Some businesses like Uber have two end-customer, riders and drivers.

2) Provide at least 20 characteristics related to each end-customer.

3) Describe the behaviors of the end-customer that may influence their decisions to purchase to buy your product or service.

4) Describe the behaviors or issues which could cause the end-customer to not buy your product or service.

5) What information would you need to know directly from the end-customer to a) validate you have the right customer segment, and b) create a full persona?

6) Use the APA template (Links to an external site.) and complete using APA 7 rules. Although there are no page minimums, thoroughness and details are very important.

7) Students should have at least 5 credible sources both on a reference page and in-text citations.

Worksheets to help organize your research, thoughts, and analysis: (attached)