Customer Persona & Insight

2021 - Present
Product Marketing Lead

2020 - 2021
Product Management

2018 - 2020
Product Management
Product Marketing Management
Business Analyst

Hi, 2016 - 2018

Product Marketing Management

I’m Ken!
Currently, a Product Marketing Lead
at Bibit.id - mutual funds investment app
2019 2015
Business Management Information Technology
@ Rp25.000 for 2 best mini task
 In this session, we will learn together about:

01 Customer Research 🔎

02 Customer Persona 󰪁󰘋

03 Customer Pain Points & Motivation 🙁😊

 In this session, we will learn together about:

01 Customer Research 🔎

02 Customer Persona 󰪁󰘋

03 Customer Pain Points & Motivation 🙁😊

Does anyone know a brief understanding of
Customer Research?
 Customer Research 🔎
Conducted to help business understand their
customer characteristics, needs, and behaviors)

Customer Persona Pain Points & Motivation

Who, Where Why, How

Why Customer Research matters?

Cara membuat gebetan tertarik dengan kita

Harus bisa nyambung, satu frekuensi dan relate dengan dia
→ cari tau dia orangnya seperti apa, latar belakangnya, interestnya, love languagenya
→ makanya harus research! (stalk IGnya, tanya temen2nya, amati gerak-geriknya) 😅
Why Customer Research matters?

Cara membuat customer tertarik dengan produk kita

Mengkomunikasikan produk kita dengan cara yang relate dengan mereka
→ cari tau interest, pain points, motivation mereka → melalui customer research
 Why Customer Research matters to the business?

🔎
To know and ❤
understand our Can create product
🚀📈
customer better that customers need Drive business
and create product growth
● who are they (segment) marketing comms
● why they need our Acquire users, increase
that relevant to their revenue and brand value
product (pain points &
needs) customers
● how they use the
product (behavior)
McDonald’s India - EatQual
 McDonald’s India - EatQual

“
According to the WHO,
around 15% of the world’s population
lives with some form of disability.

And yet, the world just isn’t made for them.

EatQual stems from this fact.

It is an inclusivity platform that we will continue

to build. The EatQual packaging marks
just the first step in that direction.

We aim to launch a host of new,

meaningful innovations to make the McDonald’s
experience easy for everyone. -Arvind RP, Director of Marketing & Communications, McDonald’s India (West and South)
McDonald’s India - EatQual

Reach Impressions
11.1 mio 13.4 mio

ROI Earned PR
10x USD 7 mio

Brand Trust
Increase by 76%
But Lego is ultimately a boy's toy.
Girls account for only 10% of its
audience, but Girls is about
45% of the overall toy market.
Lego - Ready for the Girls
 Customer Research 🔎
Conducted to help business understand their
customer characteristics, needs, and behaviors)

Customer Persona Pain Points & Motivation

Who, Where Why, How

 Let’s dive deeper to learn about:

01 Customer Research 🔎

02 Customer Persona 󰪁󰘋

03 Customer Pain Points & Motivation 🙁😊

Apasih Customer Persona itu?
 Apasih Customer Persona itu?
Gambaran karakteristik dari customer/user dari produk kita.

Tujuan membuat customer persona → agar kita tau tipe customer yang seperti apa,
yang cocok dengan produk kita → Sehingga, kita bisa membuat komunikasi marketing
yang cocok dengan kebutuhan mereka
Various Characteristic on Customer Persona

Demographic Geographic Psychographic Behavioral

● Age ● City/Province ● Pain Points ● Purchasing habits

● Gender ● Urban/Rural Area ● Motivation ● Interaction with brands
● Education ● Interest ● Customer loyalty
● Marital Status ● Value
● Occupation
● Income
Contoh - Customer Persona
College Student
Elsa & Nico
● Pria & Wanita, Single, 17-22 thn,
Bandung & Depok.
Demographic & ● Income source dari orang tua & kerja
Persona Description part-time/ freelance avg Rp3jt/bln
● Avg saving Rp300k - 500k/month
● Pendapatan masih terbatas (limited
income)
Pain Points ● Tertarik untuk mulai menabung dan
investasi tapi bingung harus mulai
dari mana (lack of financial literacy)
● Menabung untuk beragam
kebutuhan jangka pendek seperti
Motivation dana liburan, membeli gadget
Young Professional
Ardi & Sarah
● Male & Female, Single, 22-25 yo,
Jakarta & Surabaya
● Income source dari gaji bulanan &
freelance job
● Avg saving Rp2jt - 5jt/bln
● Mulai punya penghasilan tetap yang
cukup, namun terkadang masih
impulsive buying (lack of consistent
saving)
● Bingung alokasi aset investasi
kemana (lack of financial literacy)
● Ingin konsisten nabung untuk
kebutuhan pribadi jangka pendek,
menengah hingga jangka panjang
seperti dana darurat, dana liburan,
pernikahan, membeli rumah, dana
pensiun
Young Parents
Bayu & Mita
● Male & Female, Married, 26 - 35 thn,
Semarang.
● Income source dari gaji bulanan &
small business
● Avg saving 3jt - 10jt/month
● Penghasilan stabil, cukup mapan &
sudah terbentuk habit nabung rutin
tapi bingung alokasi aset investasi
(lack of financial literacy)
● Lack of digital savviness, mencari
aplikasi yang user friendly & CS 24/7
● Menabung untuk kebutuhan keluarga
jangka menengah hingga jangka
panjang seperti dana darurat
keluarga, dana pendidikan anak,
membeli kendaraan, dana pensiun
 How to Find & Create
Customer Persona

Quantitative Data Qualitative Data

(Demographic, Geographic) (Demographic: Occupation, Income,
Psychographic: Pain Points, Motivation)

Analytics Survey
(Google Analytics, Instagram (Google Forms, Typeform, In-depth Focus Group
& Tiktok Insight) Instagram Polls and Q&A) Interview Discussion

500 responses
Contoh - Quantitative Data from Analytics
College Student

Young Parents
Elsa & Nico
Male & Female, 17-22 yo, live in
Bandung & Depok

Bayu & Mita

65% 35% Jakarta Young Professional
Male & Female, Married,
Bandung 30-35 yo,
Surabaya live in Semarang.
Depok
Semarang

Ardi & Sarah

Male & Female, 25-30 yo, live in

Jakarta & Surabaya
*Instagram Analytics - Dummy Example (not real data)
Setelah Customer Demographic. Next, kita akan bedah mengenai Customer Pain Points & Motivation
College Student
Elsa & Nico
● Pria & Wanita, Single, 17-22 thn,
Bandung & Depok.
Demographic & ● Income source dari orang tua & kerja
Persona Description part-time/ freelance avg Rp3jt/bln
● Avg saving Rp300k - 500k/month
● Pendapatan masih terbatas (limited
income)
Pain Points ● Tertarik untuk mulai menabung dan
investasi tapi bingung harus mulai
dari mana (lack of financial literacy)
● Menabung untuk beragam
kebutuhan jangka pendek seperti
Motivation dana liburan, membeli gadget
Young Professional
Ardi & Sarah
● Male & Female, Single, 22-25 yo,
Jakarta & Surabaya
● Income source dari gaji bulanan &
freelance job
● Avg saving Rp2jt - 5jt/bln
● Mulai punya penghasilan tetap yang
cukup, namun terkadang masih
impulsive buying (lack of consistent
saving)
● Bingung alokasi aset investasi
kemana (lack of financial literacy)
● Ingin konsisten nabung untuk
berbagai goals pribadi jangka
pendek, menengah hingga jangka
panjang seperti dana darurat, dana
liburan, pernikahan, membeli
rumah, dana pensiun
Young Parents
Bayu & Mita
● Male & Female, Married, 26 - 35 thn,
Semarang.
● Income source dari gaji bulanan &
small business
● Avg saving 3jt - 10jt/month
● Penghasilan stabil, cukup mapan &
sudah terbentuk habit nabung rutin
tapi bingung alokasi aset investasi
(lack of financial literacy)
● Lack of digital savviness, mencari
aplikasi yang user friendly & CS 24/7
● Menabung untuk kebutuhan keluarga
jangka menengah hingga jangka
panjang seperti dana darurat
keluarga, dana pendidikan anak,
membeli kendaraan, dana pensiun
 In this session, we will learn together about:

01 Customer Research 🔎

02 Customer Persona 󰪁󰘋

03 Customer Pain Points & Motivation 🙁😊

 Firstly, what is product?
Apa itu produk dan apa sih tujuan sebuah produk diciptakan?

Solution that is offered to a market to solve the problem

(pain points) or achieve customer goals (motivation).

Painkiller or
Vitamin?
The Difference of Pain Points & Motivation
Tas berbahan synthetic leather mudah
mengelupas dan rusak. Orang membeli tas
kulit asli agar awet dan tidak mudah rusak.
Negative → Pain Points → Painkiller
● Problem
● Customer Needs
Tas Hermes memiliki bahan kulit asli.
Orang membeli Hermes tak hanya karena
berbahan kulit asli dan awet. Namun juga
karena bisa meningkatkan status sosial.
Positive → Motivation → Vitamin
● Gain Points/Goals
● Customer Wants
Contoh - Customer Persona
College Student
Elsa & Nico
● Pria & Wanita, Single, 17-22 thn,
Bandung & Depok.
Demographic & ● Income source dari orang tua & kerja
Persona Description part-time/ freelance avg Rp3jt/bln
● Avg saving Rp300k - 500k/month
● Pendapatan masih terbatas (limited
income)
Pain Points ● Tertarik untuk mulai menabung dan
investasi tapi bingung harus mulai
dari mana (lack of financial literacy)
● Menabung untuk beragam
kebutuhan jangka pendek seperti
Motivation dana liburan, membeli gadget
Young Professional
Ardi & Sarah
● Male & Female, Single, 22-25 yo,
Jakarta & Surabaya
● Income source dari gaji bulanan &
freelance job
● Avg saving Rp2jt - 5jt/bln
● Mulai punya penghasilan tetap yang
cukup, namun terkadang masih
impulsive buying (lack of consistent
saving)
● Bingung alokasi aset investasi
kemana (lack of financial literacy)
● Ingin konsisten nabung untuk
berbagai goals pribadi jangka
pendek, menengah hingga jangka
panjang seperti dana darurat, dana
liburan, pernikahan, membeli
rumah, dana pensiun
Young Parents
Bayu & Mita
● Male & Female, Married, 26 - 35 thn,
Semarang.
● Income source dari gaji bulanan &
small business
● Avg saving 3jt - 10jt/month
● Penghasilan stabil, cukup mapan &
sudah terbentuk habit nabung rutin
tapi bingung alokasi aset investasi
(lack of financial literacy)
● Lack of digital savviness, mencari
aplikasi yang user friendly & CS 24/7
● Menabung untuk kebutuhan keluarga
jangka menengah hingga jangka
panjang seperti dana darurat
keluarga, dana pendidikan anak,
membeli kendaraan, dana pensiun
Contoh - Customer Persona Solution: Nabung Reksadana di Bibit pakai fitur Bibit
Goals/Goal Se
Young Professional Key Comms:
Bisa wujudkan berbagai macam goals dengan nabung
Reksadana di Bibit

Ardi & Sarah

● Male & Female, Single, 22-25 yo,

Jakarta & Surabaya
Demographic & ● Income source dari gaji bulanan &
Persona Description freelance job
● Avg saving Rp2jt - 5jt/bln

Solution & Key Comms

● Mulai punya penghasilan tetap yang
Bisa nabung lebih konsisten dengan fitur Nabung
cukup, namun terkadang masih
Rutin di Bibit
impulsive buying (lack of consistent
Pain Points saving)
● Bingung alokasi aset investasi
kemana (lack of financial literacy)

● Ingin konsisten nabung untuk

berbagai goals pribadi jangka
pendek, menengah hingga jangka
Motivation panjang seperti dana darurat, dana
liburan, pernikahan, membeli
rumah, dana pensiun
Case Study - @monomolly.id
Example - Case Study @monomolly.id customer persona
College Student
Clara
● Female, 20-23 yo, standard body
type (S-M)
Demographic &
● Price sensitive, really like to buy on
Persona Description
flash sale or double-date promo
● Choose clothes based on personal
style, price and hype fashion trend
● Have limited budget to buy clothes
Pain Points but want to be comfort and stylish
on daily basis (go to college &
hangout with friends)
● Brand that offer variative fashion
Motivation items (versatile items and also the
hype trend items) but still on my
budget (100K - 300K)
Women Professional
Amanda
● Female, 24-28 yo, with standard
body type (S-M)
● Not really price sensitive but also like
deals/discount if any
● Choose clothes based on comfort,
versatile function (can wear for
formal but also good for casual
occasion) & timeless style (can wear
for long-term, not dependant trends)
● Mix and match my daily OOTD takes
time (need versatile items that can be
wear in formal and casual occasion)
● Brand that sell timeless fashion style is
rare (mostly always following the trend)
● Need versatile items that can be wear
in formal and casual occasion (so, I
can prepare my daily OOTD quicker)
● Prefer to buy comfort & versatile
fashion items that can be wear in
formal & casual occasion
Plus-Size Women
Sarah
● Female, 20-28 yo, with plus-size
body type (L-XL)
● Not really price sensitive, they will
buy the clothes if they like and the
size fit
● Choose clothes based on comfort
and fit to their plus-size body type
● Hard to choose the clothes that fit
their body size (limited size available)
● Doubting the size when buy clothes
online (no plus-size model visualiza-
tion, is it really good and fit on me?)
● Easy to find clothes that comfort and fit
to their plus-size body type
● No longer doubt when buy clothes online
(plus-size model for visualization)
● I’m valued the brand that promote
inclusiveness
 Customer Persona Plus-Size Women
Linking the Content with the Pain Points &
Motivation of the Customer Persona
Pain Points / ● Hard to choose the clothes that fit their body size
Problems (limited size available)
● Doubting the size when buy clothes online (no
plus-size model visualiza-
tion, is it really good and fit on me?)

Motivation ● Easy to find clothes that comfort and fit to their

plus-size body type
● More variant on product size + visualization
● No longer doubt when buy clothes online (plus-size
model for visualization)
● Valued the brand that promote inclusiveness

Solution Monomolly have a diverse product size and

visualization by using plus-size models, so plus-size
women can shop online with no doubt

Key Comms Monomolly is Available for All Body Types

Channels / Media Social Media Post, Social Media Ads

Question Time
Customer Persona Gojek (Go-Ride) yang cocok dengan materi iklan “Fitur Jadwalkan Perjalanan” di samping

Demographic &
Persona Description

Pain Points

Motivation
Question Time
Customer Persona Gojek (Go-Ride) yang cocok dengan materi iklan “Fitur Jadwalkan Perjalanan” di samping

Karyawan Solution
Dengan fitur “Jadwalkan Perjalanan” di Go-Car &
Go-Ride bisa pesan perjalanan, agar bisa mendapat
driver & berangkat tepat waktu.
Key Comms: We Got You - Pake Fitur Jadwalin
Perjalanan Biar On-Time Ketemuan

● Pria/Wanita, 23 - 35 thn
Demographic & ● Sering perjalanan dinas (business
Persona Description trip) terutama ke kota-kota besar.

● Ketika order Gocar/GoRide

terkadang harus menunggu lama
Pain Points untuk mendapat driver terutama
ketika jam sibuk, terutama di
kota-kota besar yang sering macet.

● Ingin berangkat tepat waktu dan

tidak terlambat terutama ketika
Motivation hendak berangkat ke Bandara,
Stasiun atau menghadiri acara
penting ketika business trip.
Mini Task
Pick 1 Brand and Describe their Customer Persona

Demographic &
Persona Description

Pain Points

Motivation
Linking the Content with the Pain Points & Motivation
of the Customer Persona
Customer Persona

Pain Points /
Problems

Motivation

Solution
Example of brand’s creative
content/campaign
Key Comms

Channels / Media
Good Case Study
Example
https://www.linkedin.com/feed/update/urn:l
i:activity:6979833924759801856/ (slide 5 - 7)
“Customer is the hero,
not your brand”
● Ketika kita memposisikan customer kita sebagai hero dan
brand kita sebagai guide, kita akan dikenal customer kita
sebagai sumber terpercaya untuk membantu mengatasi
tantangan yang mereka hadapi
● Setelah kita mengidentifikasi siapa customer kita,
selanjutnya kita harus bertanya apa yang mereka
inginkan/butuhkan dari brand kita
 FIN.
Thanks, any question?
Feel free to connect on LinkedIn https://www.linkedin.com/in/kenkirana/