A1- 3. Kaitoke Wilds Buyer Persona
The following secondary research was taken from profiles who interacted with posts on Kaitoke Wilds Facebook profile (Facebook, 2021) and on Kaitoke Wilds Instagram profile (Instagram, 2021). Most profiles were females between the ages of 25-25 and who had an interest in environmental, personal health and wellness and hobbies in the arts or outdoors. These interests tend to be common amongst the target audience of Kaitoke Wilds.
Facebook profiles:
FACEBOOK PROFILES:
Figure 1. Profiles who engaged with Kaitoke Wilds posts retrieved from Facebook (2021)
Instagram profiles:
Figure 2. Profiles who engaged with Kaitoke Wilds posts retrieved from Instagram (2021)
This research culminated in the following Buyer Persona for Kaitoke Wilds. Eva is environmentally conscious and wants to look after herself in the most sustainable and natural way possible. Kaitoke Wilds natural skincare products satisfy her pain points, motivations, and align with her values.
At each stage of Eva’s buyer journey, her buying pain points and motivations change:
Awareness
Pain points:
Looking for a natural skincare range that is reasonably priced.
She is wanting something that is locally/New Zealand made and is environmentally sustainable.
Interested in supporting small businesses.
Consideration:
Pain points:
Looking to buy and order online.
Looking for a specific product to replace the current product she uses.
Looking for the tried and tested product in the range.
Wanting information on the ingredients and where it is sourced.
Interested in packaging type and potential refills.
Decision:
Pain points:
Wants to have it delivered in a timely fashion.
Wants a quick and easy-to-navigate website/buying experience.
Wants a range of payment options online.
REFERENCES
Facebook. (2021). Kaitoke Wilds Facebook page. Retrieved from https://www.facebook.com/kaitokewildsnz
Instagram. (2021). Kaitoke Wilds Instagram profile page. Retrieved from https://www.instagram.com/kaitokewilds/
Comments
Post a Comment