What is an antipersona and how can it be used in the digital world?

147 viewsGeneral Discussion

What is an antipersona and how can it be used in the digital world?

An antipersona is a fictional character that represents the opposite of a brand’s target audience. In the digital world, it is a useful tool that helps a brand understand and communicate with its target audience more effectively. In this essay, I will explain how an antipersona can be used to identify potential misusers of a digital product and understand the opposite of the target audience.

To understand the potential misusers of a digital product, a social media platform might create an antipersona of an older, less tech-savvy person. This antipersona represents the opposite of the target audience of young adults who are comfortable using technology. The 8 aspects of an antipersona help to understand this opposite audience in more detail.

1.) Demographics – This includes information such as age, gender, income level, education, and occupation.

2.) Psychographics – This includes information such as personality traits, values, interests, and lifestyle.

3.) Behavioral characteristics – This includes information such as purchasing habits, brand loyalty, and usage patterns.

4.) Goals and motivations – This includes information such as what the antipersona is trying to achieve or what drives their behavior.

5.) Pain points and challenges: This includes information such as what problems the antipersona is facing or what obstacles they are trying to overcome.

6.) Attitudes and perceptions – This includes information such as the antipersona’s attitudes and perceptions of the brand, product or service.

7.) Environment and influences – This includes information such as where the antipersona spends their time, who they interact with, and what cultural and societal factors influence their behavior.

8.) Possible misuse – This includes information such as how the antipersona might misuse the product or service and the potential negative impact on the target audience or the business.

Photo Credits : NNgroup – An example of a burglar antipersona

In conclusion, Antipersonas are a useful tool in the digital world, they can be used to identify potential misusers of a digital product and understand the opposite of the target audience. By understanding the 8 aspects of an antipersona, a brand can better understand its target audience and create better products. This will help the brand to mitigate risks and create effective marketing strategies.

0