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| The Pub For General Automotive Related Talk |
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16-12-2009, 04:35 PM
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FF.Com.Au Hardcore
Join Date: Nov 2009
Posts: 1,421
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It's common practice to use "personas" during product planning - basically fabricated people based on what the market research says about your different target markets.
Anyway, this is a cool New York Times article on how Ford uses them them. And I have to say, their persona is HOT! Article. |
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16-12-2009, 10:36 PM
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FF.Com.Au Hardcore
Join Date: Jan 2005
Location: Northern Sydney
Posts: 1,908
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Good article; couldn't help but wonder about Ford Australia's personalities (cabbie?
 : )
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16-12-2009, 11:03 PM
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Chasing a FORD project!
Join Date: Jul 2008
Location: adelaide
Posts: 5,114
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Anyone who buys an F6 must have the personality of a suicidal rabbit. Anyone who modifies one has the personality of that rabbit on heat ;)
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1996 BMW 740iL V8. TV, phone, leather, sunroof, satnav, all as standard. Now with 19" TSW Brooklands, 2 1/2" stainless steel exhaust, plus more coming soon. |
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17-12-2009, 12:53 AM
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playing in my big shed
Join Date: Sep 2005
Location: miriam vale , qld
Posts: 3,302
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cool..
did you notice the add playing about half way down the page on the rhs. its for holidays in the "blue mountains, nsw" playing on the NY times site. good stuff.
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`75 XB FAIRMONT sedan . mushroom beige, injected 351, toploader, 9inch `10 FG XR50 Turbo ute. Nitro blue, 6 sp Auto, Leather trim. `04 BA RTV tray back, Red, V8 auto, `04 BA XR6 Turbo sedan. Blueprint. auto, Leather trim. `03 BA XLS ute . Acid Rush, factory lpg, auto, `48 TEA20 Grey Ferguson, `62 Willys 6-230 , 4x4 light truck `04 Yamaha TTR 250 |
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17-12-2009, 02:46 AM
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FF.Com.Au Hardcore
Join Date: Mar 2005
Location: Adelaide's south
Posts: 547
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I have some doubt this a good formula to use – trying to make a global car that is suitable for and has all the emotional characteristics acceptable to all the same age group wherever they reside around the world. What a 30yr old European woman likes in her car may not be the same as an Australian woman of the same age wants, nor an American or an Italian woman, etc. And availability of external technologies would have to be the same in all countries around the same time, which there not. Even the colour of the paints available may be popular in one country can be unpopular in another.
Eventually, the car maker will be dictating what we should like simply by pressuring the buyer to keep up with some so called imaginary trends that are apparently accepted everywhere else on earth. Talk about stereotyping – you have a Fiesta decked out in pink trim and dash lights for the ‘fun loving girl’ and a young married female lawyer likes everything else about the car and wants to buy one but doesnt want to be seen as some ‘fun loving girl’. Its like saying your too fat to buy this car, go buy that minivan over there. Didnt they build the AU Forte with this formula?
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____________________________________ Blueprint 2004 BA XR6 Territory SY TX RWD Sept 2008. R.I.P. Jarrad 22/05/83 - 08/12/02 |
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17-12-2009, 09:48 AM
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Compulsive Hobbiest
Join Date: May 2006
Location: Ohio, USA
Posts: 1,032
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I think what this technique does is change the designer's task from designing a car that will appeal to people that have certain traits (while wondering what variables among those people will make them different) to instead create a person that can be identified with. This personification gives more introspect into why the person would have these certain preferences and how these preferences rate in importance, and why that makes sense to that target customer.
Just my take. Steve
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My Filmmaking Career Website Latest Project: Musclin' My XB Interceptor project Wife's 1966 Mustang My Artworks and Creative Projects Site Oil Paintings, Airbrushing, Metal Sculpture, Custom Cars, Replica Movie Props, Videos, and more! |
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17-12-2009, 10:52 AM
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^^^^^^^^
  
Join Date: Jan 2005
Location: online - duh
Posts: 9,642
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Seems like a good thread to re-attach this oldy but goody
WhatyourCarsaysaboutyou Warning: Some politically incorrect commentary contained within .
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17-12-2009, 07:22 PM
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Formerly D3v[]
Join Date: Jun 2009
Posts: 945
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theyve designed a nice driver in the pics!
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17-12-2009, 09:15 PM
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Donating Member
 Join Date: Aug 2006
Posts: 5,142
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Quote:
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Cool article on how Ford designs cars around target markets
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