03 Selection and Concept Development

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MKTG 90002 New Product Development Selection and concept development
Agenda • Personas / Profile / Fingerprint • Idea Selection • Product Concepts
Personas / Customer Profile It is a continuation of the market segmentation step - a more detailed and specific Personas are short descriptions or biographies of fictitious, 'typical' customers A persona definition provides clarity on your target for communication • Be Specific • Give your persona a name • Try and be as detailed as possible, giving 'insights' into their world • What do they wish to accomplish by using your product? raw nerves, pains, gains
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