A framework for creating vivid customer personas that bring marketing strategies to life.
Persona Components
1. Basic Information (Demographics)
## 기본 정보
| 항목 | 내용 |
|------|------|
| 이름 | [가상의 한국 이름] |
| 나이 | [세] |
| 성별 | |
| 직업 | |
| 소득 | [월/연] |
| 거주지 | [도시/지역] |
| 가족 구성 | |
| 교육 | |
2. Psychological Profile (Psychographics)
## 성격 및 가치관
- **성격 유형**: [MBTI 또는 서술]
- **핵심 가치**:
- **라이프스타일**:
- **관심사**:
- **목표/포부**:
3. Behavioral Patterns (Behavioral)
## 행동 패턴
- **구매 습관**:
- **정보 탐색**:
- **미디어 소비**:
- **브랜드 충성도**:
- **의사결정 스타일**:
Empathy Map Framework
The empathy map is a visualization tool for deeply understanding customers.
┌─────────────────────────────────┐
│ THINKS │
│ (생각하지만 말하지 않는 것) │
├─────────────────────────────────┤
┌────────┤ SEES ├────────┐
│ HEARS │ (환경, 친구, 시장에서 보는 것) │ SAYS │
│ │ │ │
│ (친구, │ │(말하는 │
│ 미디어 │ │ 것, │
│ 등에서 │ [페르소나] │ 태도) │
│ 듣는것)│ │ │
└────────┤ DOES ├────────┘
│ (실제 행동, 습관) │
├─────────────────────────────────┤
│ FEELS │
│ (감정, 두려움, 기대) │
└─────────────────────────────────┘
2x2 Matrix Version
| Says (말) | Thinks |
|---|---|
| What they say publicly, attitudes they express | Inner thoughts, worries, hopes |
| Does | Feels |
|---|---|
| Actual behavior, daily habits | Emotional state, anxiety, expectations |
Jobs-to-be-Done (JTBD)
Understand the purpose of the product/service that customers "hire."
When I [상황/컨텍스트],
I want to [동기/목표],
So I can [기대 결과/혜택].
Example (Coffee):
When I 아침에 출근 준비를 하면서,
I want to 빠르게 맛있는 커피를 마시고 싶어서,
So I can 상쾌하게 하루를 시작할 수 있다.
Customer Journey Map
Visualize the persona's brand experience journey.
| Stage | Awareness | Consideration | Decision | Purchase | Usage | Repurchase |
|---|---|---|---|---|---|---|
| Behavior | ||||||
| Touchpoint | ||||||
| Emotion | ||||||
| Pain Point | ||||||
| Opportunity |
Persona Naming Convention
Naming Personas Effectively:
- Use Korean Names: Give familiarity
- Reflect Segment Characteristics: "Work-Life Balance Jihyun," "Trendy Sujin"
- Easy-to-Remember Names: Short and easy-to-pronounce names
AI Image Prompt Template
Image prompts for persona visualization:
Professional lifestyle photo of a [age]-year-old Korean [gender],
[occupation], [personality trait] expression,
wearing [clothing style that reflects persona],
in [setting that matches lifestyle],
[activity related to product/service],
warm natural lighting, high quality portrait photography
Example:
Professional lifestyle photo of a 32-year-old Korean woman,
marketing professional, confident and warm expression,
wearing smart casual blazer with white t-shirt,
in a modern minimalist home office with plants,
holding a cup of coffee while looking at laptop,
warm morning natural lighting, high quality portrait photography
Validation Checklist
- Are the segment characteristics reflected?
- Is it specific and realistic?
- Can team members empathize with it?
- Can it be used for marketing decision-making?
- Are the needs and pain points clear?
- Are the brand touchpoints defined?
File Storage
Persona documents are saved in the project's standard directory structure.
{project}/
├── reports/
│ └── persona/ # 페르소나 문서 저장 위치
│ ├── persona-jihyun.md
│ ├── persona-sujin.md
│ ├── empathy-maps/
│ │ └── jihyun-empathy-map.md
│ └── customer-journeys/
│ └── jihyun-journey.md
└── tmp/ # 초안 및 임시 파일
File Naming Convention
{project}/reports/persona/{type}-{name}-{date}.md
예시:
reports/persona/persona-jihyun-20240115.md
reports/persona/empathy-maps/jihyun-empathy-map-20240115.md
reports/persona/customer-journeys/jihyun-journey-20240115.md
Usage
This skill is persona-architect referenced by the agent when writing persona cards.