{"id":7049,"date":"2022-01-21T13:29:45","date_gmt":"2022-01-21T12:29:45","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=7049"},"modified":"2022-01-21T13:31:32","modified_gmt":"2022-01-21T12:31:32","slug":"jak-vytvorit-personu-v-6-krocich","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/jak-vytvorit-personu-v-6-krocich\/","title":{"rendered":"Jak vytvo\u0159it personu v&nbsp;6&nbsp;kroc\u00edch"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<p>Persony jsou skv\u011bl\u00fd n\u00e1stroj, s&nbsp;kter\u00fdm pozn\u00e1te c\u00edlovou skupinu opravdu do&nbsp;hloubky. Mus\u00edte je ale navrhnout tak, aby va\u0161emu t\u00fdmu skute\u010dn\u011b pomohly. Uk\u00e1\u017eu v\u00e1m, jak na&nbsp;to a&nbsp;odhal\u00edm nej\u010dast\u011bj\u0161\u00ed pasti, do&nbsp;kter\u00fdch se p\u0159i tvorb\u011b m\u016f\u017eete chytit.<\/p>\n<p><!--more--><\/p>\n<h2><strong>Co je to persona?<\/strong><\/h2>\n<p>Persona je pom\u011brn\u011b zn\u00e1m\u00fd (\u010dasto bych \u0159ekl a\u017e nadu\u017e\u00edvan\u00fd) n\u00e1stroj pro reprezentaci c\u00edlov\u00e9 skupiny. Jedn\u00e1 se v&nbsp;podstat\u011b o&nbsp;\u201efale\u0161n\u00e9 CV\u201d na\u0161eho ide\u00e1ln\u00edho z\u00e1kazn\u00edka, s&nbsp;kter\u00fdm si<strong> l\u00e9pe p\u0159edstav\u00edte, pro koho vyv\u00edj\u00edte produkt\/slu\u017ebu<\/strong> nebo komu prod\u00e1v\u00e1te zbo\u017e\u00ed.<\/p>\n<p>Persona typicky obsahuje:<\/p>\n<ul>\n<li aria-level=\"1\">z\u00e1kladn\u00ed demografick\u00e9 \u00fadaje (jm\u00e9no, v\u011bk, rodinn\u00fd status, plat\u2026),<\/li>\n<li aria-level=\"1\">vlastnosti (nap\u0159. emocionalita-racionalita),<\/li>\n<li aria-level=\"1\">p\u0159\u00edb\u011bh (pro lep\u0161\u00ed p\u0159edstavu s&nbsp;k\u00fdm jedn\u00e1me),<\/li>\n<li aria-level=\"1\">c\u00edle, motivace a&nbsp;frustrace,<\/li>\n<li aria-level=\"1\">vysv\u011btlen\u00ed, jak na&nbsp;tyto c\u00edle odpov\u00edd\u00e1 pr\u00e1v\u011b n\u00e1\u0161 produkt,<\/li>\n<li aria-level=\"1\">d\u016fvod, pro\u010d by ho m\u011bla koupit.<\/li>\n<\/ul>\n<p>Pro lep\u0161\u00ed p\u0159edstavu se pod\u00edvejte na&nbsp;obr\u00e1zek&nbsp;\u2013 chv\u00e1l\u00edm zejm\u00e9na p\u0159ehledn\u00e9 rozd\u011blen\u00ed do&nbsp;sekc\u00ed a&nbsp;\u201enejv\u011bt\u0161\u00ed obavy\u201c, na&nbsp;kter\u00e9 se \u010dasto zapom\u00edn\u00e1.<\/p>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/02\/image-1.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/02\/image-1-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/02\/image-1-232x300.png 232w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/02\/image-1-791x1024.png 791w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2021\/02\/image-1.png 1236w\" sizes=\"(min-width: 791px) 1236px, (min-width: 232px) 791px, (min-width: 150px) 232px, 150px\" class=\"alignnone size-full wp-image-7063\" alt=\"P\u0159\u00edklad persony vysoko\u0161kol\u00e1ka\" width=\"1236\" height=\"1600\"><\/a><\/p>\n<p>S kvalitn\u00ed personou z\u00edsk\u00e1te<strong> skv\u011bl\u00fd n\u00e1stroj, jak prezentovat nesourod\u00e1 data o&nbsp;c\u00edlov\u00e9 skupin\u011b<\/strong> jin\u00fdm odd\u011blen\u00edm (t\u0159eba v\u00fdvoji nebo marketingu). Takov\u00fd Jan Nov\u00e1k je ur\u010dit\u011b mnohem uchopiteln\u011bj\u0161\u00ed ne\u017e sb\u00edrka tabulek a&nbsp;graf\u016f. Persony ve&nbsp;firm\u011b tak\u00e9 pom\u00e1haj\u00ed <strong>budovat u\u017eivatelsky zam\u011b\u0159enou kulturu<\/strong> \u2013 neust\u00e1le dokola p\u0159ipom\u00ednaj\u00ed, \u017ee&nbsp;p\u0159\u00edjemcem va\u0161eho produktu nebo slu\u017eby je re\u00e1ln\u00fd z\u00e1kazn\u00edk.<\/p>\n<p>P\u0159es tyto v\u00fdhody se persony \u010dasto pou\u017e\u00edvaj\u00ed nespr\u00e1vn\u011b. N\u011bkdy se dokonce vytvo\u0159\u00ed, a&nbsp;pak se na&nbsp;n\u011b \u00fapln\u011b zapomene. Aby se nejednalo o&nbsp;v\u00fdplody bujn\u00e9 fantazie, kter\u00e9 tlupa UX\u00e1k\u016f, marke\u0165\u00e1k\u016f nebo CEO vytvo\u0159\u00ed po skleni\u010dce \u010derven\u00e9ho, v\u00fdsledek mus\u00ed b\u00fdt v\u017edy zalo\u017een na&nbsp;datech. Poj\u010fme se proto pod\u00edvat na&nbsp;to, jak vytvo\u0159it persony, aby m\u011bly pro va\u0161i firmu v\u00e1hu a&nbsp;staly se n\u00e1strojem k&nbsp;denn\u00edmu pou\u017e\u00edv\u00e1n\u00ed.<\/p>\n<h3>1) Podlo\u017ete ji&nbsp;daty<\/h3>\n<p><strong>Tvorb\u011b persony p\u0159edch\u00e1z\u00ed sb\u011br kvalitativn\u00edch a&nbsp;kvantitativn\u00edch dat<\/strong>. Nen\u00ed nic \u0161patn\u00e9ho na&nbsp;tom vyj\u00edt z&nbsp;tzv. protopersony (persony zalo\u017een\u00e9 jen na&nbsp;o\u010dek\u00e1v\u00e1n\u00edch a&nbsp;p\u0159edstav\u00e1ch o&nbsp;c\u00edlov\u00e9 skupin\u011b), ale nesm\u00edte u&nbsp;n\u00ed skon\u010dit. <strong>Pokud ji neov\u011b\u0159\u00edte re\u00e1ln\u00fdmi daty z&nbsp;trhu, nem\u00e1te potvrzen\u00ed, \u017ee&nbsp;je va\u0161e intuice pravdiv\u00e1.<\/strong> Zakl\u00e1dat na&nbsp;takov\u00e9m materi\u00e1lu kl\u00ed\u010dov\u00e1 rozhodnut\u00ed je jako h\u00e1zet kostkou a&nbsp;firma m\u016f\u017ee za\u017e\u00edt p\u011bkn\u011b nep\u0159\u00edjemnou finan\u010dn\u00ed ztr\u00e1tu.<\/p>\n<p>P\u0159ed sb\u011brem dat si sepi\u0161te v\u0161echny domn\u011bnky, kter\u00e9 o&nbsp;z\u00e1kazn\u00edc\u00edch m\u00e1te. Z&nbsp;nich pak sestavte hypot\u00e9zy, kter\u00e9 budete ve&nbsp;v\u00fdzkumu ov\u011b\u0159ovat (nap\u0159\u00edklad: \u201eV\u0161ichni klienti maj\u00ed r\u00e1di na\u0161e modr\u00e9&nbsp;logo\u201d).<\/p>\n<p>Z dat pravd\u011bpodobn\u011b zjist\u00edte, \u017ee&nbsp;se spousta p\u016fvodn\u00edch p\u0159edstav potvrd\u00ed, proto\u017ee m\u00e1te dobrou intuici. Z\u00e1rove\u0148 ale objev\u00edte, \u017ee&nbsp;n\u011bkter\u00e9 plat\u00ed jen \u010d\u00e1ste\u010dn\u011b a&nbsp;n\u011bkter\u00e9 neplat\u00ed v\u016fbec. Pravd\u011bpodobn\u011b tak\u00e9 p\u0159ijdete na&nbsp;spoustu nov\u00fdch v\u011bc\u00ed, kter\u00e9 by v\u00e1s bez v\u00fdzkumu nenapadly. Co je ale nejd\u016fle\u017eit\u011bj\u0161\u00ed: budete skute\u010dn\u011b v\u011bd\u011bt, kter\u00e9 domn\u011bnky plat\u00ed a&nbsp;kter\u00e9 ne (samoz\u0159ejm\u011b s&nbsp;n\u011bjakou statistickou p\u0159esnost\u00ed).<\/p>\n<p>Je\u0161t\u011b posledn\u00ed varov\u00e1n\u00ed. \u010casto se st\u00e1v\u00e1, \u017ee&nbsp;si UX\u00e1k\/marke\u0165\u00e1k personu trochu \u201edobarv\u00ed\u201d, aby p\u016fsobila \u017eiv\u011bj\u0161\u00edm dojmem. Uprav\u00ed si citaci nebo tu a&nbsp;tam p\u0159id\u00e1 n\u011bjakou vlastnost, kter\u00e1 dokresl\u00ed stereotyp. Persona ji sice nem\u00e1, ale \u201emohla by m\u00edt\u201d. Ned\u011blejte to a&nbsp;v\u0161echny \u010d\u00e1sti persony podlo\u017ete daty. Nikdy nev\u00edte, kdy se bude d\u00edt kl\u00ed\u010dov\u00e9 rozhodnut\u00ed pr\u00e1v\u011b na&nbsp;z\u00e1klad\u011b toho jednoho kousku smy\u0161len\u00e9 informace.<\/p>\n<h3>2) Zalo\u017ete ji na&nbsp;kvalitativn\u00edm i&nbsp;kvantitativn\u00edm v\u00fdzkumu<\/h3>\n<p>V p\u0159edchoz\u00edm bod\u011b jsem nakousl, \u017ee&nbsp;persona mus\u00ed b\u00fdt zalo\u017eena na&nbsp;datech. Jak\u00e1 data to ale jsou a&nbsp;jak je z\u00edskat?<\/p>\n<p>Funk\u010dn\u00ed persona mus\u00ed vych\u00e1zet ze dvou kl\u00ed\u010dov\u00fdch metrik:<\/p>\n<ul>\n<li aria-level=\"1\">za z\u00e1kaznick\u00e9 analytiky a&nbsp;p\u0159edchoz\u00ed segmentace (kvantitativn\u00ed v\u00fdzkum, nap\u0159. dotazn\u00edk),<\/li>\n<li aria-level=\"1\">z u\u017eivatelsk\u00e9ho v\u00fdzkumu (kvalitativn\u00ed v\u00fdzkum, nap\u0159. rozhovory).<\/li>\n<\/ul>\n<p>Persona vytvo\u0159en\u00e1 jen kvalitativn\u00edmi technikami kon\u010d\u00edv\u00e1 jako soubor dat s&nbsp;fotkou, kter\u00fd je nezaj\u00edmav\u00fd a&nbsp;bez vhledu, chuti a&nbsp;z\u00e1pachu. T\u011b\u017eko na&nbsp;n\u011bm zalo\u017e\u00edte jak\u00e9koli ak\u010dn\u00ed&nbsp;kroky.<\/p>\n<p>Persona zalo\u017een\u00e1 \u010dist\u011b na&nbsp;kvalitativn\u00edch datech m\u016f\u017ee b\u00fdt vylo\u017een\u011b nebezpe\u010dn\u00e1. Pro\u010d? Z&nbsp;podobn\u00e9ho d\u016fvodu jako pr\u00e1ce pouze se zm\u00edn\u011bnou protopersonou. Rizikem tu nejsou va\u0161e domn\u011bnky, ale mal\u00fd vzorek. <strong>Z&nbsp;kvalitativn\u00edho v\u00fdzkumu sice zjist\u00edte c\u00edle a&nbsp;motivace n\u011bjak\u00e9 skupiny lid\u00ed, ale bez kvantitativn\u00ed validace nev\u00edte, jak moc d\u016fle\u017eit\u00e9 jsou.<\/strong> Na&nbsp;z\u00e1klad\u011b 1-2 na\u0161tvan\u00fdch v\u00fdpov\u011bd\u00ed m\u016f\u017eete ud\u011blat z&nbsp;kom\u00e1ra velblouda. V\u0161echna kvalitativn\u00ed data proto ur\u010dit\u011b doporu\u010duji kvantitativn\u011b ov\u011b\u0159it, nap\u0159. dotazn\u00edkem.<\/p>\n<p>Ov\u011b\u0159en\u00ed je \u010dasto probl\u00e9m u&nbsp;firem v&nbsp;segmentu B2B (nap\u0159. u&nbsp;digit\u00e1ln\u00edch agentur), kde kv\u016fli mal\u00e9mu po\u010dtu klient\u016f nen\u00ed mo\u017en\u00e9 relevantn\u011b vyhodnotit kvalitativn\u00ed data. V&nbsp;takov\u00e9m p\u0159\u00edpad\u011b je jedinou mo\u017enost\u00ed pracovat s&nbsp;nejistotou a&nbsp;pr\u016fb\u011b\u017en\u011b vyhodnocovat, jak rozhodnut\u00ed dopadaj\u00ed. Data z&nbsp;v\u00fdzkum\u016f neberte jako dogma a&nbsp;uva\u017eujte nad nimi kriticky.<\/p>\n<p>Jak z\u00edskat dobr\u00e1 data? To by vydalo na&nbsp;dal\u0161\u00ed \u010dl\u00e1nky nebo i&nbsp;cel\u00e9 knihy. Zjednodu\u0161en\u011b \u0159e\u010deno, jak\u00fdkoliv v\u00fdzkum je lep\u0161\u00ed ne\u017e \u017e\u00e1dn\u00fd. I&nbsp;5-10 rozhovor\u016f s&nbsp;c\u00edlovou skupinou n\u00e1sledovan\u00fdch dotazn\u00edkem a&nbsp;pohledem do&nbsp;Google Analytics ud\u011bl\u00e1 hodn\u011b sm\u011brem k&nbsp;tomu, aby va\u0161e persona d\u00e1vala smysl a&nbsp;byla u\u017eite\u010dn\u00e1.<\/p>\n<p><a href=\"https:\/\/igloonet.cz\/marketing\/reference\/hannah\">P\u0159e\u010dtete si, jak jsme d\u011blali v\u00fdzkum pro \u010deskou outdoorovou zna\u010dku Hannah.<\/a><\/p>\n<p><a href=\"https:\/\/igloonet.cz\/marketing\/reference\/hannah\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2022\/01\/reference-hannah-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2022\/01\/reference-hannah-300x300.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2022\/01\/reference-hannah-1024x1024.png 1024w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2022\/01\/reference-hannah.png 1080w\" sizes=\"(min-width: 1024px) 1080px, (min-width: 300px) 1024px, (min-width: 150px) 300px, 150px\" class=\"wp-image-7412 aligncenter\" alt width=\"500\" height=\"500\"><\/a><\/p>\n<h3>3) Tvo\u0159te ji k&nbsp;\u0159e\u0161en\u00ed probl\u00e9m\u016f<\/h3>\n<p><strong>Persona je p\u0159edev\u0161\u00edm n\u00e1stroj k&nbsp;vy\u0159e\u0161en\u00ed n\u011bjak\u00e9ho probl\u00e9mu<\/strong> (prodej produktu, n\u00e1vrh str\u00e1nek, z\u00e1klad marketingov\u00e9 kampan\u011b\u2026). P\u0159istupujte k&nbsp;n\u00ed tak.<\/p>\n<p>Ka\u017ed\u00e1 ot\u00e1zka v&nbsp;rozhovoru a&nbsp;ka\u017ed\u00fd sledovan\u00fd ukazatel v&nbsp;analytice by m\u011bl m\u00edt dopad na&nbsp;v\u00fdsledn\u00fd n\u00e1vrh. Jestli nepracujete s&nbsp;rodinn\u00fdm stavem, neptejte se na&nbsp;n\u011bj (respondenta to m\u016f\u017ee zbyte\u010dn\u011b vyd\u011bsit). Stru\u010dn\u00e1 a&nbsp;v\u011bcn\u00e1 persona je lep\u0161\u00ed ne\u017e dokonal\u00fd psychologick\u00fd profil. V\u00edce dat m\u016f\u017ee b\u00fdt i&nbsp;na&nbsp;\u0161kodu \u2013 snadno se v&nbsp;nich ztrat\u00edte nebo se upnete na&nbsp;v\u011bci, kter\u00e9 jsou nepodstatn\u00e9.<\/p>\n<p>P\u0159i sb\u011bru dat se <strong>zam\u011b\u0159te na&nbsp;probl\u00e9my, se kter\u00fdmi m\u016f\u017eete n\u011bco ud\u011blat<\/strong>. U&nbsp;produktu pro HR mana\u017eer(k)y bude jejich nejv\u011bt\u0161\u00ed probl\u00e9m nedostatek lid\u00ed na&nbsp;pracovn\u00edm trhu. Ten asi t\u011b\u017eko vy\u0159e\u0161\u00edte. Pravd\u011bpodobn\u011b p\u0159ijdete na&nbsp;obecn\u011b platn\u00e1 tvrzen\u00ed jako \u201epi\u0161te lep\u0161\u00ed inzer\u00e1ty\u201d nebo \u201ezvedn\u011bte mzdy\u201d, kv\u016fli tomu ale nemus\u00edte d\u011blat v\u00fdzkum. Sv\u00e9 ot\u00e1zky proto sm\u011b\u0159ujte na&nbsp;probl\u00e9my, kter\u00e9 um\u00edte \u0159e\u0161it, i&nbsp;kdy\u017e nep\u016fjde o&nbsp;tak siln\u00e9 t\u00e9ma (nap\u0159\u00edklad na&nbsp;n\u00e1stroje pro spr\u00e1vu n\u00e1boru kandid\u00e1t\u016f).<\/p>\n<p>Ka\u017ed\u00e1 informace, na&nbsp;kter\u00e9 nem\u016f\u017eete zalo\u017eit n\u011bjak\u00e9 rozhodnut\u00ed, je v&nbsp;person\u011b zbyte\u010dn\u00e1. Zbavte se j\u00ed. Persony tak budou v\u00edce \u201ehutn\u00e9\u201d a&nbsp;bude radost je&nbsp;\u010d\u00edst.<\/p>\n<h3>4) Pokryjte v\u0161echny kl\u00ed\u010dov\u00e9 akt\u00e9ry v&nbsp;n\u00e1kupn\u00edm procesu<\/h3>\n<p>Probl\u00e9my a&nbsp;touhy n\u011bkter\u00fdch u\u017eivatel\u016f p\u016fjdou logicky proti sob\u011b, zam\u011b\u0159te se proto na&nbsp;tu nejd\u016fle\u017eit\u011bj\u0161\u00ed skupinu. Mohou to b\u00fdt ti nejpo\u010detn\u011bj\u0161\u00ed (resp. nej\u010dast\u011bji zastoupen\u00ed ve&nbsp;va\u0161ich z\u00e1kazn\u00edc\u00edch\/klientech), ti s&nbsp;nejv\u011bt\u0161\u00edm mno\u017estv\u00edm pen\u011bz nebo ti, pro kter\u00e9 m\u00e1 v\u00e1\u0161 produkt nejv\u011bt\u0161\u00ed p\u0159idanou hodnotu. Pokud nejste opravdu velk\u00e1 firma, z\u0159\u00eddkakdy usp\u011bjete t\u00edm, \u017ee&nbsp;se zam\u011b\u0159\u00edte na&nbsp;v\u0161echny.<\/p>\n<p>Segmentujte si trh podle z\u00e1kladn\u00edch os. Tou \u00fapln\u011b prvn\u00ed je, jestli chcete \u0159e\u0161it n\u00e1kup\u010d\u00edho nebo u\u017eivatele (\u010di oba) a&nbsp;kdo je pro v\u00e1s v&nbsp;jak\u00fdch \u00fakonech d\u016fle\u017eit\u011bj\u0161\u00ed. V&nbsp;ide\u00e1ln\u00edm p\u0159\u00edpad\u011b je to ta stejn\u00e1 osoba (obecn\u011b plat\u00ed v&nbsp;B2C), ale \u010dasto nen\u00ed (typicky neplat\u00ed v&nbsp;B2B). Kdy\u017e va\u0161e persona reprezentuje firmu, m\u00e1 m\u00edt mal\u00fd nebo velk\u00fdm obrat? \u010c\u00edm se m\u00e1 zab\u00fdvat? U&nbsp;\u010dlov\u011bka v\u00e1s zase zaj\u00edmaj\u00ed jeho c\u00edle, motivace a&nbsp;sny.<\/p>\n<p>Velk\u00e9 mno\u017estv\u00ed segment\u016f lze shlukovat pod&nbsp;<strong>motivacemi<\/strong>. N\u011bkolik r\u016fzn\u00fdch skupin m\u016f\u017ee m\u00edt stejnou motivaci k&nbsp;ur\u010dit\u00e9mu chov\u00e1n\u00ed.<\/p>\n<p>Ide\u00e1ln\u00ed je <strong>segmentovat kombinaci motivac\u00ed, demografick\u00fdch \u00fadaj\u016f a&nbsp;dal\u0161\u00edch kvantitativn\u00edch dat<\/strong>, z&nbsp;kter\u00fdch si vyberete p\u0159esn\u00fd typ lid\u00ed, na&nbsp;kter\u00e9 se zam\u011b\u0159ujete. Takov\u00e1 persona kombinuje kvali i&nbsp;kvanti data a&nbsp;je extr\u00e9mn\u011b mocn\u00fdm n\u00e1strojem jak pro c\u00edlen\u00ed, tak pro intern\u00ed debaty.<\/p>\n<p>Pokud m\u00e1te prostor, je skv\u011blou nadstavbou pokr\u00fdt v\u0161echny lidi v&nbsp;n\u00e1kupn\u00edm, rozhodovac\u00edm nebo u\u017eivatelsk\u00e9m procesu, a&nbsp;ne pouze v\u00e1\u0161 c\u00edl. U&nbsp;B2C produktu pro d\u011bti jsou nap\u0159\u00edklad zaj\u00edmav\u00ed nejen caparti, ale i&nbsp;jejich rodi\u010de. Doporu\u010duju to hlavn\u011b pro oblast B2C, u&nbsp;B2B \u010dasto nar\u00e1\u017e\u00edm na&nbsp;slo\u017eitou strukturu p\u0159es n\u011bkolik \u00farovn\u00ed \u2013 sna\u017ete se proto dob\u0159e pokr\u00fdt zejm\u00e9na proces n\u00e1kupu.<\/p>\n<h3>5) Zapojte do&nbsp;tvorby v\u0161echna odd\u011blen\u00ed<\/h3>\n<p>V\u0161echno \u00fasil\u00ed spojen\u00e9 s&nbsp;tvorbou person bude m\u00edt efekt jen tehdy, kdy\u017e se budou pou\u017e\u00edvat. V\u00fdsledky mus\u00ed akceptovat v\u0161echny kl\u00ed\u010dov\u00e9 t\u00fdmy i&nbsp;stakeholde\u0159i.<\/p>\n<p>A\u0165 u\u017e persony d\u011bl\u00e1te intern\u011b nebo s&nbsp;klienty, zahr\u0148te do&nbsp;jejich v\u00fdzkumu co nejv\u00edce lid\u00ed. Na&nbsp;\u00favodn\u00edm workshopu, kde za\u010dnete s&nbsp;tvorbou protopersony, by m\u011bl b\u00fdt z\u00e1stupce ka\u017ed\u00e9ho relevantn\u00edho odd\u011blen\u00ed \u2013 jestli si nenajdou \u010das, pravd\u011bpodobn\u011b s&nbsp;personami nebudou ochotni pracovat ani d\u00e1l. Obdobn\u011b by m\u011bli b\u00fdt u&nbsp;prezentace v\u00fdsledk\u016f v\u00fdzkumu, ide\u00e1ln\u011b s&nbsp;nimi komunikujte i&nbsp;pr\u016fb\u011b\u017en\u00e9 v\u00fdsledky.<\/p>\n<p>Mnohokr\u00e1t se mi stalo, \u017ee&nbsp;kdy\u017e<strong>&nbsp;byl klient do&nbsp;tvorby zapojen, dok\u00e1zal p\u0159ijmout i&nbsp;v\u011bci, kter\u00e9 \u0161ly proti jeho sv\u011bton\u00e1zoru<\/strong> \u2013 c\u00edtil se sou\u010d\u00e1st\u00ed procesu a&nbsp;persona byla tak trochu i&nbsp;jeho \u201ed\u00edt\u011b\u201d. Pokud jsem se p\u0159i tvorb\u011b persony zav\u0159el na&nbsp;m\u011bs\u00edc do&nbsp;sklepa a&nbsp;p\u0159i\u0161el a\u017e s&nbsp;hotov\u00fdmi v\u00fdsledky, klient byl schopn\u00fd zahodit i&nbsp;velmi p\u0159esv\u011bd\u010div\u00e1 data.<\/p>\n<p>U v\u00fdzkumu a&nbsp;v\u011bt\u0161iny rozhovor\u016f je vhodn\u00e9 m\u00edt v\u017edy alespo\u0148 jednoho z\u00e1stupce kl\u00ed\u010dov\u00e9ho odd\u011blen\u00ed. \u010c\u00edm v\u00edce budouc\u00ed u\u017eivatele va\u0161ich person do&nbsp;procesu zapoj\u00edte, t\u00edm v\u011bt\u0161\u00ed budou c\u00edtit spolu\u00fa\u010dast, a&nbsp;t\u00edm pravd\u011bpodobn\u011bji budou va\u0161e v\u00fdstupy opravdu vyu\u017e\u00edvat.<\/p>\n<p>Kone\u010dn\u011b, persony je pot\u0159eba zapojit do&nbsp;proces\u016f ve&nbsp;firm\u011b. Odkazujte se na&nbsp;n\u011b v&nbsp;\u00fakolech, po\u0159\u00e1dejte nad nimi pravideln\u00e9 meetingy a&nbsp;po \u010dase obnovte v\u00fdzkumn\u00e1 dat. Pouze aktualizovan\u00e1 a&nbsp;\u201e\u017eiv\u00e1\u201d persona, o&nbsp;kterou pe\u010dujete, pom\u016f\u017ee ve&nbsp;firm\u011b ud\u011blat spr\u00e1vn\u00e9 rozhodnut\u00ed.<\/p>\n<h3>6) Neberte ji jako v\u0161el\u00e9k<\/h3>\n<p><strong>Persona mapuje pouze c\u00edlovou skupinu<\/strong>, dal\u0161\u00edmi \u010d\u00e1stmi va\u0161eho produktu\/slu\u017eby se zab\u00fdv\u00e1 jen okrajov\u011b. Pom\u016f\u017ee v\u00e1m nap\u0159\u00edklad definovat produkt, nastavit cenu&nbsp; nebo vytvo\u0159it portfolio. Jde v\u0161ak o&nbsp;dlouhodobou pr\u00e1ci a&nbsp;rozhodn\u011b nevy\u0159e\u0161\u00ed v\u0161echny probl\u00e9my ani nezm\u011bn\u00ed firmu ze dne na&nbsp;den. Doporu\u010duji ji proto doplnit dal\u0161\u00edmi v\u00fdzkumy, jako je mapa empatie (empathy map), cesta z\u00e1kazn\u00edka (customer journey) nebo klasick\u00e1 STDC anal\u00fdza\u2026 z\u00e1le\u017e\u00ed, co v\u00e1\u0161 byznys pot\u0159ebuje.<\/p>\n<p>Pokud se p\u0159i n\u00e1vrhu person budete \u0159\u00eddit t\u011bmito pravidly, v\u00fdsledek bude asi st\u00e1t v\u00edc \u00fasil\u00ed a&nbsp;pen\u011bz. Budete z&nbsp;n\u011bj v\u0161ak m\u00edt skute\u010dn\u00fd p\u0159\u00ednos a&nbsp;investice se bohat\u011b vyplat\u00ed. Dobr\u00e1 persona pom\u016f\u017ee p\u0159i tvorb\u011b webov\u00fdch str\u00e1nek i&nbsp;p\u0159i n\u00e1vrhu reklamn\u00ed kampan\u011b. Samotn\u00fd v\u00fdzkum v\u00e1m nav\u00edc \u010dasto otev\u0159e o\u010di a&nbsp;vy\u0159e\u0161\u00ed spoustu pal\u010div\u00fdch ot\u00e1zek ohledn\u011b va\u0161ich z\u00e1kazn\u00edk\u016f, o&nbsp;kter\u00fdch jste si mo\u017en\u00e1 mysleli, \u017ee&nbsp;je m\u00e1te d\u00e1vno vy\u0159e\u0161en\u00e9. Ve&nbsp;sv\u00e9 firm\u011b si ud\u011bl\u00e1te v\u011bt\u0161\u00ed jasno a&nbsp;posunete ji zase o&nbsp;n\u011bco v\u00fd\u0161.<\/p>\n\n\t\t<script>var e = {type:\"double\", dml:\"89211\", fc1:\"5f17dccc7ecc4f4c\",fc2:\"aaa95e877ef31e7a\", dt:\"13486\" , returnUrl:\"https:\/\/igloonet.cz\/blog\" , autosuggest:true, fromEmail:\"marketing@igloonet.cz\", fromName:\"igloonet \"};window.efmb948bm=e;s=document.getElementsByTagName(\"script\")[0];qc=document.createElement(\"script\");qc.src=\"\/\/static.mailkit.eu\/_system\/subform.js\";qc.setAttribute(\"dvar\", \"efmb948bm\");s.parentNode.insertBefore(qc,s);<\/script>\t\t\n\t\t<div class=\"mailkit_instance\">\n\t\t\t<form method=\"POST\" data-id=\"efmb948bm\" class=\"newsletter-form\" id=\"newsletter-form\">\n\t\t\t    <div class=\"hr-wrap\"><hr><\/div>\n\t            <h2>Z\u016fsta\u0148te v&nbsp;obraze<\/h2>\n\t            <p>Nenechte si uj\u00edt dal\u0161\u00ed novinky a&nbsp;tipy. Zadejte sv\u016fj e-mail, a&nbsp;u\u017e v\u00e1m nic neunikne.<\/p>\n\t\t\t\t\n\t\t\t\t<div class=\"newsletter-form__email\">\n\t                <div class=\"newsletter-form__input-group\">\n\t                    <label for=\"first_name_inline\">K\u0159estn\u00ed jm\u00e9no<\/label><input type=\"text\" name=\"first_name\" id=\"first_name_inline\" value required>\n\t                <\/div>\n\t\t\t\t    \n\t\t\t\t    <div class=\"newsletter-form__input-group\">\n\t\t\t\t\t    <label for=\"email_inline\">E-mail<\/label><input type=\"text\" name=\"email\" id=\"email_inline\" value required>\n\t\t\t\t    <\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t<div class=\"mailkit_submit newsletter-form__button--wrapper\">\n\t\t\t\t    <button type=\"submit\" class=\"newsletter-form__button\" id=\"newsletter-form__button\">P\u0159ihl\u00e1sit<\/button>\n\t\t\t\t    <input type=\"hidden\" name=\"_do\" value=\"newsletterForm-submit\">\n\t\t\t\t<\/div>\n                                <div><br>Odesl\u00e1n\u00edm formul\u00e1\u0159e souhlas\u00edte se <a href=\"\/ochrana-osobnich-udaju\">zpracov\u00e1n\u00edm osobn\u00edch \u00fadaj\u016f<\/a>.<\/div>\n\t\t\t<\/form>\n\t\t<\/div>\n\t\t\n\t\t<div class=\"newsletter-form__alert\" id=\"newsletter-form__alert\">\n\t\t\tByl v\u00e1m odesl\u00e1n potvrzovac\u00ed e-mail.&nbsp;<\/div>\n\t\n","protected":false},"excerpt":{"rendered":"<p>Persony jsou skv\u011bl\u00fd n\u00e1stroj, s&nbsp;kter\u00fdm pozn\u00e1te c\u00edlovou skupinu opravdu do&nbsp;hloubky. Mus\u00edte je ale navrhnout tak, aby va\u0161emu t\u00fdmu skute\u010dn\u011b pomohly. Uk\u00e1\u017eu v\u00e1m, jak na&nbsp;to a&nbsp;odhal\u00edm nej\u010dast\u011bj\u0161\u00ed pasti, do&nbsp;kter\u00fdch se p\u0159i tvorb\u011b m\u016f\u017eete chytit.<\/p>\n","protected":false},"author":46,"featured_media":7062,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[278,279,267,277,192],"class_list":["post-7049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-kvalitativni-vyzkum","tag-kvantitativni-vyzkum","tag-persona","tag-persony","tag-ux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jak vytvo\u0159it personu v 6 kroc\u00edch | igloonet blog<\/title>\n<meta name=\"description\" content=\"Persona je skv\u011bl\u00fd n\u00e1stroj, s kter\u00fdm l\u00e9pe pozn\u00e1te sv\u00e9ho z\u00e1kazn\u00edka. 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