Persona Questionnaire

Roles: Creative Director, graphic designer, babysitter of staff, HR, marketing and janitorial services. I am a husband, father and friend.

Goals: I started and run my own creative design agency. We are a small company, but have reach profitability and stability. I am the owner and founder and chief bottlewasher. I value creativity, speed, and loyalty. With those traits, I can create almost anything. I am trying to create an inspirational environment for myself and my employees, a place where good work done on time for the right budget is the rule and not the exception. I would like to reach a point where we are not just financially stable, but thriving. I would like to be know for our quality and creativity, and I would like my services to be scalable nationally.

Challenges: I can't offer all the services to all people because we are a small shop. My deadlines sometimes slip due to freelancers. I spend so much time working my business that I don't have much time to work on my business – there are just so many hats to wear. And I spend all my awake time thinking about what I need to do next. I'd just like to have a vacation. A real vacation.

Age: 38-50
Income: 150k
Education: BA
Location: Urban or Suburban Area

Story: My objection to [some business] is that we are fundamentally competitors, offering many of the same services (branding, design work). When it comes to inbound marketing, I don't know if I can afford to outsource it yet and if it will yield the results I am looking for.

If I were to engage [some business] I would want to look at them as an extension of my own product line and staff. I'd like their work to feel like my work, and I'd need to have confidence in their ability to deliver ahead of my deadlines. I don't need any more stress in my life.

My day is filled with client calls, outsourcing calls, and running the business. I have to fight for the time that keeps me creative, but I find it. For information, I go to the web and whatever TV news shows my wife has on in the mornings. At night I unplug to watch TV or read or rent a movie and play with the kids.

I am a…

HR Manager concerned with hiring top talent predicating job performance and employee engagement.

Roles: Social Justice Militant as Low Tolerance for Injustice, Avid Theater or Movie Goer, Avid Traveler, Cook, Nature Lover

Goals: Recruit, retain, inspire, engage top talents, streamline recruitment process, decrease unnecessary administrative work, save time and money with HR tasks.

Challenges: Too much to do, not enough resources, not enough time, not enough employees, lower budget, senior management always asking “Why do we need HR again?”

Age: Mid 30s to Mid 50s
Income: 90k to 130k
Education: University degree with many years (mor than 6) experience in HR.
Location: Urban

Story: HR Tina is easy going and is always looking for information and best practices. She is revolutionary and she wants to make a difference at her organization. She knows what she wants and wants the best for her colleagues, customers, and for the organization. She understands that recruiting top talents in this new technological world is a challenge and she is open for discussions. She is seeing that her budget is shrinking and she has to cope with this reality; however she doesn't want to miss out on quality hires as she understands the staggering costs of bad hires and promoting bad managers. She loves her family and friends, but her tendency to never say “NO” makes her work late at night. She is a manager and wears many hats and she would be happy to get some relief. She educates herself online and discusses with her colleagues for best practices. She may not have a chance to attend many conferences; however she likes industry blogs and reliable HR news magazine or online newspapers. She wants a vendor she can work with and has the ability to be extremely flexible to her needs. She wants well created, customized, and easy-to-use products and services and she wants to feel part of the process. She also wants to feel that she is buying a good reliable brand with stellar customer service. She is a leader and doesn't like the status quo.

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