It’s very common for marketers of all kinds to create “personas”. These are used to frame a perspective – for example let’s think about how different people might view a visit to their local pharmacy:

  • An 80 year old man might only be interested filling his prescription and maybe he’ll buy some ibuprofen on the way out.
  • A 7 year old boy might only be interested in the latest SpongeBob toy and some coloring books.
  • A 20-something woman might drop in to buy nail polish and gum.

Devising personas requires a pretty broad brush – after all, individuals are being grouped together based on common attributes and intentions. And over time it’s reasonable to expect these individuals to vary in their attributes and intentions, meaning a given persona may not always apply. As a result, it’s wise to use personas as an expression of “preferences” that can be weighted, which really just means that some people will care more about some things and less about others.

The personas devised for these activity monitors are defined below:

  • Health Managers – these people need to take regular measurements in order to manage a specific condition like diabetes, or their overall health in general.
  • Get Movers – people developing new exercise habits and breaking free of a sedentary lifestyle.
  • Habitual/Casual – people with an established exercise habit who are curious about their results.
  • Athlete in Training – people engaged in a structured program designed to raise their performance in competitive events.