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

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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.

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