极端人格研究

人物角色是一种创建虚构人物的工具。研究人员根据彼此相似的人的共同特征来创建人物角色。因此，他们创造了一个原型。

极端人格是具有独特特征的人的原型。另一个关键点是，他们代表特殊或稀有群体。我们可以识别出三类极端人格：

1. 多少数群体：这种角色是属于多个群体的人物。每个群体都是社会中的少数群体。最经典的是一个黑人女性，她也是女同性恋和残疾人。
2. 生活艰难者：这种人有着暴力和沉重的过去，影响了需求和行为。一个例子是丧偶的父亲。这位父亲也是一名癌症幸存者，在晚上工作，拿最低工资。
3. 有毒人格：这种人格表现出有害行为。他们将这些行为投射到他们使用的产品上。最知名的三种类型是：

• 仇恨者：这种角色会发泄对产品的愤怒。其子类可能是喜欢惹恼其他用户的喷子。
• 变态者：这些用户利用产品来表达自己的欲望。例如，男性利用 LinkedIn 作为调情平台。
• The Idiot: This persona doesn’t understand anything about what they are doing. Marketers must consider this user to ensure the system is safe and there is no way to endanger them.

为什么极端人格研究很重要？

Personas breathe life into the cold facts of your research. Combine the people for whom you seek to design into a coherent whole. Create persona profiles of typical or extreme users. It will help you understand patterns in your research. Another benefit of creating personas is that it will help you ask the right questions. It will also enable you to answer them in line with the users you’re designing for.

为什么企业需要极端人物角色研究

Personas can be helpful when well crafted to represent specific user cases. Furthermore, referring to them can allow a business to innovate in a direction that will enable it to thrive. Are you looking to test a new product or service? First, see how it connects with the extreme personas before trying to market it. Once you adjust the results to consider external factors, you can use them to spot markets like yours.

关键成功因素

It’s not cheap to create personas that drive real insights and empathy, nor is it easy. While the list of success factors is a long one, these five are an excellent place to start:

1. Conduct in-depth research. Tony Zambito conducted the State of Buyer Personas 2015 survey several years ago. In his comments, he noted that only 15 percent of respondents used Qualitative in-depth research to build their personas. Without meaningful, rich, research-driven insights, your extreme personas risk being one-dimensional. As a matter of fact, they can even be misleading.
2. 表现真实的人。将极端人物提炼为“真实”人物的描述。以生动的方式描绘他们，与观众产生共鸣。
3. 利用交易或细分数据来告知并验证您的极端角色。访谈和焦点小组推动了大多数角色内容。但添加细分或交易数据的能力至关重要。它可以帮助进一步告知或验证您的极端角色。
4. 确保使用极端角色。你必须在关键步骤中将极端角色融入流程。然后使用它们来通知、检查和验证决策。
5. 利用您的极端人物角色。您可以在整个公司范围内利用一个精心设计的极端人物角色。将该人物角色用于多个旅程规划计划。

关于极端人物研究

Extreme personas greatly benefit UX Market Research, but marketers must be careful. They should only design a product or service that covers some user archetypes. Looking at extreme personas during the research is crucial. It will give you an external view of the project. Moreover, this view will take you out of the box and expand your creative character. Yet, it would be best if you never lost focus on what you’re creating, for what, and for whom.