{"id":413,"date":"2020-11-02T12:35:42","date_gmt":"2020-11-02T10:35:42","guid":{"rendered":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/?post_type=lesson&#038;p=413"},"modified":"2023-08-15T09:19:16","modified_gmt":"2023-08-15T06:19:16","slug":"segmentation-customer-persona","status":"publish","type":"lesson","link":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/segmentation-customer-persona\/","title":{"rendered":"Customer segmentation and personas"},"content":{"rendered":"<figure id=\"attachment_957\" aria-describedby=\"caption-attachment-957\" style=\"width: 2560px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-957 size-full\" src=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/hikers_cropped.jpg\" alt=\"\" width=\"2560\" height=\"948\" srcset=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/hikers_cropped.jpg 2560w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/hikers_cropped-600x222.jpg 600w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/hikers_cropped-1280x474.jpg 1280w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/hikers_cropped-768x284.jpg 768w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/hikers_cropped-100x37.jpg 100w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/hikers_cropped-120x44.jpg 120w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/hikers_cropped-1536x569.jpg 1536w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/hikers_cropped-2048x758.jpg 2048w\" sizes=\"auto, (max-width: 706px) 89vw, (max-width: 767px) 82vw, 740px\" \/><figcaption id=\"caption-attachment-957\" class=\"wp-caption-text\">Photo: Outi K\u00e4hk\u00f6nen<\/figcaption><\/figure>\n<p>\u00a0<\/p>\n<p>In this lesson, you learn about ways to group customers into segments and how to step into your customer&#8217;s shoes with the help of a customer persona.<\/p>\n<div class=\"h5p-iframe-wrapper\"><iframe id=\"h5p-iframe-15\" class=\"h5p-iframe\" data-content-id=\"15\" style=\"height:1px\" src=\"about:blank\" frameBorder=\"0\" scrolling=\"no\" title=\"Segmentation\"><\/iframe><\/div>\n<p><strong>Task 1:<\/strong><\/p>\n<p>Study the segmentation of<\/p>\n<ul>\n<li><span style=\"text-decoration: underline\"><a href=\"https:\/\/www.businessfinland.fi\/490663\/globalassets\/julkaisut\/visit-finland\/tutkimukset\/2017\/vetovoimatekijat-16.11.2017.pdf\" target=\"_blank\" rel=\"noopener\">Visit Finland\u00a0<\/a><\/span>,<\/li>\n<li><a href=\"https:\/\/julkaisut.metsa.fi\/julkaisut\/show\/835\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline\">Mets\u00e4hallitus<\/span><\/a><span style=\"text-decoration: underline\">\u00a0<\/span>(especially the summary in Appendix 3),<\/li>\n<li><a href=\"https:\/\/www.destinationcanada.com\/sites\/default\/files\/archive\/2013-01-01\/Tools_ExplorerQuotient_Profiles_2015_EN.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline\">Canadian Tourism Commission<\/span><\/a><span style=\"text-decoration: underline\">\u00a0<\/span>OR<\/li>\n<li>some other segmentation that is familiar to you.<\/li>\n<\/ul>\n<p>1. Which kind of segmentation is it?<br \/>2. Compare each segment to your organization\u2019s strategy and goals. Which segment\/s seems to match your company&#8217;s goals and resources best?<\/p>\n<h2>Customer persona<\/h2>\n<div class=\"h5p-iframe-wrapper\"><iframe id=\"h5p-iframe-16\" class=\"h5p-iframe\" data-content-id=\"16\" style=\"height:1px\" src=\"about:blank\" frameBorder=\"0\" scrolling=\"no\" title=\"Customer persona\"><\/iframe><\/div>\n<p><div data-url=\"https:\/\/issuu.com\/lapinamk\/docs\/b_2_2022_angeria_et_al\/84\" style=\"width: 525px; height: 185px;\" class=\"issuuembed\"><\/div><script type=\"text\/javascript\" src=\"\/\/e.issuu.com\/embed.js\" async=\"true\"><\/script><\/p>\n<p><strong>Task 2:\u00a0<\/strong><\/p>\n<p>Create a customer persona representing the most important market segment of your company. You may use this <a href=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/04\/PAN-Customer_persona.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline\">customer persona template<\/span><\/a>.<\/p>\n<p>Remember that the persona is created on the basis of data acquired from various sources, ideally co-creating it together with the customers.<br \/>See also: <span style=\"text-decoration: underline\"><a href=\"https:\/\/www.haaga-helia.fi\/en\/persona-mapping\" target=\"_blank\" rel=\"noopener\">Customer persona workshop instructions and tools\u00a0 created by Haaga-Helia<\/a><\/span><\/p>\n<h2>Empathy map<\/h2>\n<p>To gain better customer understanding, an easy tool to use is empathy mapping. First, read the <span style=\"text-decoration: underline\"><a href=\"https:\/\/www.uxbooth.com\/articles\/empathy-mapping-a-guide-to-getting-inside-a-users-head\/\" target=\"_blank\" rel=\"noopener\">blog post on empathy mapping<\/a><\/span> .<\/p>\n<p>For example, in the PAN project we used the empathy map as follows:<\/p>\n<p>To better understand the hiking and biking visitors in the national park, the workshop participants were each given <span style=\"text-decoration: underline\"><a href=\"https:\/\/julkaisut.metsa.fi\/julkaisut\/show\/2609\" target=\"_blank\" rel=\"noopener\">an outdoor enthusiast profile (created by Mets\u00e4hallitus, in Finnish<\/a>)<\/span>. They went out hiking or biking, and recorded their reactions based on the empathy map questions. This exercise of stepping into the visitor\u2019s shoes opened their ideas and gave them numerous ideas which will be further developed.<\/p>\n<p><strong>Task 3:<\/strong> Use either the <strong><span style=\"text-decoration: underline\"><a href=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/04\/PAN-Empathy_map.pdf\" target=\"_blank\" rel=\"noopener\">Empathy map tool<\/a><\/span><\/strong> (pdf file)created in the <a href=\"https:\/\/palma.fi\/\" target=\"_blank\" rel=\"noopener\">PALMA project<\/a> or the <span style=\"text-decoration: underline\"><a href=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/04\/Empathy_map-version2-form.pdf\" target=\"_blank\" rel=\"noopener\"><strong>Empathy map<\/strong> (pdf file)<\/a><\/span> that was used in the above-mentioned case. For example, pick a service situation that you want to analyse. Fill in the fields in the pdf file and save the document for yourself.<\/p>\n<p>See also: <a href=\"https:\/\/www.haaga-helia.fi\/en\/empathy-mapping\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline\">Empathy mapping workhop instructions and tools created by Haaga-Helia<\/span><\/a><\/p>\n<h2>Sources and further reading<\/h2>\n<p><span class=\"TextRun SCXW144830982 BCX0\" lang=\"FI-FI\" xml:lang=\"FI-FI\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW144830982 BCX0\">Aaltonen, A. &amp; Ihalainen, N. (<\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW144830982 BCX0\">eds<\/span><span class=\"NormalTextRun SCXW144830982 BCX0\">.) 2020. <\/span><span class=\"NormalTextRun SpellingErrorV2 SCXW144830982 BCX0\">Yhdevertaisuutta<\/span><span class=\"NormalTextRun SCXW144830982 BCX0\"> luontomatkailuun. Esteett\u00f6mien ja saavutettavien luontomatkailupalveluiden suunnitteluopas. <\/span><\/span><a class=\"Hyperlink SCXW144830982 BCX0\" href=\"https:\/\/www.theseus.fi\/handle\/10024\/346648\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW144830982 BCX0\" lang=\"FI-FI\" xml:lang=\"FI-FI\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW144830982 BCX0\" data-ccp-charstyle=\"Hyperlink\">https:\/\/www.theseus.fi\/handle\/10024\/346648<\/span><\/span><\/a> .<span class=\"EOP SCXW144830982 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>I Feel Slovenia 2016. Slovenian Tourism Target Group Personas. <a href=\"https:\/\/www.slovenia.info\/uploads\/poslovno\/raziskave_analize\/persone_anglesko\/segmentation_-_personas.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/www.slovenia.info\/uploads\/poslovno\/raziskave_analize\/persone_anglesko\/segmentation_-_personas.pdf<\/a>.<\/p>\n<p>Honkanen, A., Sammalkangas, J. &amp; Satokangas, P. 2021. Kotimaanmatkailun nykytila ja potentiaali \u2013 selvitys kohderyhmist\u00e4 ja kehitt\u00e4mistoimista. TEM julkaisuja 14\/2021. Accessed 30 April 2021 <a href=\"https:\/\/julkaisut.valtioneuvosto.fi\/handle\/10024\/162882\" target=\"_blank\" rel=\"noopener\">https:\/\/julkaisut.valtioneuvosto.fi\/handle\/10024\/162882<\/a>.<\/p>\n<p>Konu, H. &amp; Kajala, L. 2012. Segmenting Protected Area Visitors Based on Their Motivations. Mets\u00e4hallituksen luonnonsuojelujulkaisuja, Sarja A 194. Vantaa: Mets\u00e4hallitus. Accessed 30 April 2021 <a href=\"https:\/\/julkaisut.metsa.fi\/julkaisut\/show\/835\" target=\"_blank\" rel=\"noopener\">https:\/\/julkaisut.metsa.fi\/julkaisut\/show\/835<\/a>.<\/p>\n<p>K\u00e4hk\u00f6nen, O. 2022. Customer Segmentation and Personas: Tools for Understanding the Customers. In M. Angeria, M. Hirvaskari &amp; O. K\u00e4hk\u00f6nen (Eds) Phenomena of Arctic Nature. Principles and Practices of Nature-based Tourism, 83-88. <a href=\"https:\/\/issuu.com\/lapinamk\/docs\/b_2_2022_angeria_et_al\/84\" target=\"_blank\" rel=\"noopener\">https:\/\/issuu.com\/lapinamk\/docs\/b_2_2022_angeria_et_al\/84<\/a>.<\/p>\n<p>Nylund, S. 2021. Retkeilij\u00e4profiilit. Vantaa: Mets\u00e4hallitus. <a href=\"https:\/\/julkaisut.metsa.fi\/fi\/julkaisut\/show\/2609.\" target=\"_blank\" rel=\"noopener\">https:\/\/julkaisut.metsa.fi\/fi\/julkaisut\/show\/2609.<\/a><\/p>\n<p>OutdoorsFinland.fi 2015. Retkeilyreittien ja -matkailun suunnitteluopas. <a href=\"https:\/\/issuu.com\/outdoorsfinland\/docs\/retkeilymatkailun_suunnitteluopas\" target=\"_blank\" rel=\"noopener\">https:\/\/issuu.com\/outdoorsfinland\/docs\/retkeilymatkailun_suunnitteluopas<\/a>.<\/p>\n<p>Pesonen, J. 2013. Developing Market Segmentation in Tourism: Insights from a Finnish Rural Tourism Study. Dissertations in Social Sciences and Business Studies. University of Eastern Finland No 69. <a href=\"https:\/\/erepo.uef.fi\/bitstream\/handle\/123456789\/13079\/urn_isbn_978-952-61-1283-1.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/erepo.uef.fi\/bitstream\/handle\/123456789\/13079\/urn_isbn_978-952-61-1283-1.pdf<\/a><\/p>\n<p>Pesonen, J. &amp; Tuohino, A. 2015. Activity-based Market Segmentation of Rural Well-being Tourists: Comparing Online Information Search. Journal of Vacation Marketing 23(2). <a href=\"https:\/\/www.researchgate.net\/publication\/283834952_Activity-based_market_segmentation_of_rural_well-being_tourists_Comparing_online_information_search\" target=\"_blank\" rel=\"noopener\">https:\/\/www.researchgate.net\/publication\/283834952_Activity-based_market_segmentation_of_rural_well-being_tourists_Comparing_online_information_search<\/a><\/p>\n<p>Tronvig Group 2019. A Helpful Starter Guide to Thinking Like Your Persona. <a href=\"https:\/\/www.tronviggroup.com\/wp-content\/uploads\/2019\/01\/A-Helpful-Starter-Guide-to-Thinking-Like-Your-Persona.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/www.tronviggroup.com\/wp-content\/uploads\/2019\/01\/A-Helpful-Starter-Guide-to-Thinking-Like-Your-Persona.pdf<\/a><\/p>\n<p>Visit Britain 2021. Understanding Our Customer Segments. Accessed 11 May 2021 <a href=\"https:\/\/www.visitbritain.org\/understanding-our-customer-segments\" target=\"_blank\" rel=\"noopener\">https:\/\/www.visitbritain.org\/understanding-our-customer-segments<\/a>.<\/p>\n<p>Visit Finland 2018. Tunne asiakkaasi. Kohderyhm\u00e4opas matkailuyrityksille. <a href=\"https:\/\/www.businessfinland.fi\/4910e5\/globalassets\/finnish-customers\/02-build-your-network\/visit-finland\/julkaisut\/tunne_asiakkaasi_kohderyhmaopas-matkailuyrityksille_visit-finland.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/www.businessfinland.fi\/4910e5\/globalassets\/finnish-customers\/02-build-your-network\/visit-finland\/julkaisut\/tunne_asiakkaasi_kohderyhmaopas-matkailuyrityksille_visit-finland.pdf<\/a><\/p>\n<p>Visit Finland 2020. Traveller 2030 Scenarios. <a href=\"https:\/\/www.businessfinland.fi\/49f292\/globalassets\/julkaisut\/visit-finland\/tutkimukset\/2020\/traveller-2030-scenarios.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/www.businessfinland.fi\/49f292\/globalassets\/julkaisut\/visit-finland\/tutkimukset\/2020\/traveller-2030-scenarios.pdf<\/a>. Longer version available in Finnish <a href=\"https:\/\/www.businessfinland.fi\/490529\/globalassets\/julkaisut\/visit-finland\/tutkimukset\/2021\/matkailija-2030--skenaariot.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/www.businessfinland.fi\/490529\/globalassets\/julkaisut\/visit-finland\/tutkimukset\/2021\/matkailija-2030&#8211;skenaariot.pdf.<\/a><\/p>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":0,"template":"","meta":{"_initial_content":"","_new_post":false,"_quiz_has_questions":false,"_lesson_complexity":"","_lesson_length":0,"_lesson_course":321,"_lesson_preview":""},"lesson-tag":[],"class_list":["post-413","lesson","type-lesson","status-publish","hentry","module-customer","post"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Customer segmentation and personas - PAN - Phenomena of Arctic Nature<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/segmentation-customer-persona\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer segmentation and personas - PAN - Phenomena of Arctic Nature\" \/>\n<meta property=\"og:description\" content=\"\u00a0 In this lesson, you learn about ways to group customers into segments and how to step into your customer&#8217;s shoes with the help of a customer persona. 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Task 1: Study the segmentation of Visit Finland\u00a0, Mets\u00e4hallitus\u00a0(especially the summary in Appendix 3), Canadian Tourism Commission\u00a0OR some other segmentation that is familiar to you. 1. 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