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ses caractéristiques. Cela va vous permettre de poser de premières hypothèses
que vous vous ferez confirmer par la suite en allant sur le terrain.
Au cours de votre analyse terrain, consignez au fur et à mesure toutes
les informations que vous collectez, croisez-les et remettez-les régulièrement
en question en soumettant par exemple vos idées aux nouveaux
clients types que vous rencontrez.
Enfin, gardez en tête que ce processus d'investigation ne se fait pas en un
jour, c'est un travail de longue haleine qui se fait et s'affine au fil du temps.
Une fois que vous avez identifié votre premier persona, vous avez fait la première
étape de votre étude de marché.
MISE EN PRATIQUE
Construire sa fiche persona
À chaque fois que je retravaille mon offre de service, je revois ma fiche
Persona. C'est un simple document PowerPoint dans lequel je présente la
personne qui va acheter mon service.
Sur cette fiche, il y a d'abord la fiche signalétique de mon client (nom, prénom,
lieu de vie, âge et situation familiale...), sa photo et des précisions sur qui il est
et son comportement d'achat.
Bien sûr, il ne s'agit pas d'une personne réelle. Je ne prends donc pas la photo
d'une personne que je connais mais une photo de femme ou d'homme (selon
le cas) sur une banque d'image. Le fait de prendre une personne que l'on ne
connaît pas vraiment permet de se distancier de ce que l'on dit.
Les caractéristiques de votre persona sont autant de dénominateurs communs
entre vos clients potentiels. Votre persona n'est pas une personne choisie
au hasard parmi d'autres.
Voici le modèle que j'utilise :
...
42

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