PROTO-PERSONAS
AGILITY IN IDENTIFYING THE IDEAL CUSTOMER
Keywords:
proto-personas, ideal customer, market orientationAbstract
This work aims to contribute to the practical understanding of proto-persona usage within the marketing context, focusing on the agile definition of the ideal customer profile in a scenario with limited data but with internal expertise about its audience. The study delves into the evolution of marketing thought up to the utilization of buyer personas and proto-personas. As a result, it presents a proto-persona example, contributing to the practical understanding of agility in identifying the ideal customer. This provides guidance for marketing strategies aimed at attracting potential customers by considering their value perceptions in the context of specialty coffee. Moreover, this methodology has the potential to be applied to various business types, serving as a guide for organizations seeking to adopt agile approaches in understanding their target audience.
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