Buyer Personas: The Use of Market Research - Marketing Blog #3

This is the third post in my marketing blog series, this week I will be covering and creating my own buyer personas.

But what is a buyer persona?

A buyer persona is created when trying to define a target audience, the developer or marketing team will imagine up a person who fits into their desired demographic. This can give developers a better understanding of their target audience and how to cater to them. (Fischer, n.d.)

For my game, I have created 3 buyer personas.

#1

Basic Info

• Name: Patrick Stephens
• Age: 24
• Location: Edinburgh, Scotland
• Occupation: Digtal Marketing Student
• Marital Status: Single
• Children: None
• Gaming Familiarity: Experienced

Hobbies and Interests

• Swimming
• Working Out
• Socializing with Friends

Gaming Habits

• Enjoys games with social aspects such as multiplayer or high-scores.
• Plays on Playstation 4 due to it being the platform his friends are on.
• Rarely pays a lot of money for games, prefers to look for cheaper indie games.
• Tends to game at night after he has finished studying at university.
• Has shorter play sessions due to having interests outside of gaming.

#2

Basic Info

• Name: Louise Anderson
• Age: 33
• Location: Dundee, Scotland
• Occupation: Receptionist
• Marital Status: Married
• Children: 3
• Gaming Familiarity: Novice

Hobbies and Interests

• Jogging
• Reading
• Watching Movies with Family

Gaming Habbits

• Plays on smart phone and family shared Nintendo Switch.
• Has only recently started playing games, the platforming genre seems to be her favourite.
• Likes to play games that allow her to explore and discover new things.
• Only games a few days a week in short bursts while picking up kids from school and activities.
• Doesn't like games with extreme violence, enjoys more family friendly titles.

#3

Basic Info

• Name: Scott Monroe
• Age: 42
• Location: Glasgow, Scotland
• Occupation: School Teacher
• Marital Status: Married
• Children: 2
• Gaming Familiarity: Experienced

Hobbies and Interests

• Football
• Spending Time with Family
• Reading

Gaming Habbits 

• Has gotten back into gaming recently after not playing since he was younger.
• Is very competitive, likes to be at the top.
• Plays games every night after work to unwind.
• Only plays in short bursts as he moves from game to game looking for a challenge.
• Prefers indie titles as they remind him of the retro titles he played as a child.

Sources:

Fischer, J. (n.d.). Buyer Persona: Identifying Your Hypothetical Customer. [online] Breaking The Wheel. Available at: http://www.breakingthewheel.com/buyer-persona-identifying-hypothetical-players/ [Accessed 6 Mar. 2020].