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SPRINGFIELD BUSINESS JOURNAL ·
BOOK OF FACTS-27
FALL 2018
DEMOGRAPHICS
Here are the top three personas, by percentage, out of eight generated
in a report by Voice using human and artificial intelligence.
THE TIME CONSUMER
20.6%
"I need to fill the gap when you
can't hold my attention."
CORE BEHAVIOR
Needs:
• Distraction
• Trust
• Knowledge
Drivers:
• Escape
• Loyalty
• Preparation
CORE BEHAVIOR
Needs:
• Immediacy
• Assistance
• Trust
Drivers:
• Access
• Organization
• Loyalty
CORE BEHAVIOR
Needs:
• Improvement
• Uniqueness
• Immediacy
Drivers:
• DIY
• Passion
• Access
Focus:
• Entertainment
Likes:
• News
• Online Gaming
KEY OBSERVATIONS
• Includes logins for various
online browser games
• Interested in learning how to
mod, hack and exploit games
• High-school level student resources
KEY OBSERVATIONS
• Farming, livestock and
agriculture supply
• Beauty, home décor and
lawn care information
• Senior living community interest
• Coupon aggregators
KEY OBSERVATIONS
• Lifestyle, cooking, and other
experience-based blogs
• Peer-based teaching advice
and information
• Online teaching supply retailers
• Minor interest in health and nutrition
Focus:
• Entertainment
• Design
Likes:
• Information
• Online Shopping
Focus:
• Entertainment
Likes:
• Information
• Online Shopping
THE INDEPENDENT
19.1%
"I need access to resources that
help me be more self-reliant."
THE EDUCATOR
18.4%
"I need resources to do the job."
Source: Voice by CultureWaves and Dstillery
CONTENT DRIVERS
CONTENT DRIVERS
CONTENT DRIVERS