Persona analysis differently? Try the VPC model

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Internally, we call this method the leaf method, because some of the outputs can look like this. This is specifically an analysis of AITOM's customers, about halfway through the team's brainstorming:

What persona analysis using VPC might look like

What is VPC?
The Value Proposition Canvas is a comprehensive method for creating offers. You can use it both when designing new services and products and communicating existing ones. You can download the template here .

The method is based on customer segment analysis . The analysis describes 3 basic characteristics:

Customer jobs – problems or needs that customers solve. A job can also be a desire for social recognition or promotion.
Pains – what worries customers (risks, concerns, problems that job seekers database prevent them from buying)
Gains – benefits that customers would like to receive
It shapes the product offering according to the customer's tasks, expectations and concerns. It is important that the resulting product contains answers to all the whys that the customer might ask.



How to work with the VPC leaflet method
Step 1: Customer segment
Choose a representative persona from your customer segment. You can segment customers by stage in the buying process, by budget, by key tasks or interests. There are many options, and it really depends on the specific project.

We will show our creation using the example of an e-shop with ecological bottles Labeloo . As a segment, we will choose: women who go to fitness and want to be trendy on social networks. Analytical tools will tell us that the age of these girls is 18-24 years. A typical persona will be Markéta:

Sample persona



Step 2: Tasks, expectations and concerns
Take classic post-it notes (in 3 colors). We usually use yellow for tasks, red for concerns, and green for expectations.

Start with the tasks. On each piece of paper, write down what your customers are solving. What their tasks are with respect to your product. Stick the pieces of paper with the individual tasks on the wall below you. Do the same with concerns and expectations (this includes all your extra benefits). Individual items may overlap.