Revisiting customer profiles: A comparative case study of personas of Mall of Tripla
Plecan, Lejla (2021)
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Lataukset:
Plecan, Lejla
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121726768
https://urn.fi/URN:NBN:fi:amk-2021121726768
Tiivistelmä
A persona, or the profile of an ideal customer is a popular and effective tool used by service designers to determine user´s needs and desires. For any business, knowing it´s customer´s preferences is one of the most important priorities. However, businesses usually map their customers profiles in their initial stage of formation, thus completely overlooking the fact that the initial customers´ profiles may change over time. With that change, the marketing and/or complete business strategy may change as well, and therefore it is important to revisit the customer´s profile(s) from time to time.
This bachelor thesis is done as a case study of the Mall of Tripla, located in the City of Helsinki, Finland. The research objective was to identify the similarities and differences of the ideal customer profiles of Mall of Tripla, taking into consideration the initial customers’ profiles created prior to the opening of the Mall of Tripla, and the current customers’ profiles.
The main research method used in this thesis was the comparative study. This choice of the research method was in direct connection to the case company´s wishes, as the Mall of Tripla expressed that they wanted to compare their initial customers’ profiles to their current customers’ profiles to understand the development and/or changes within their customer base.
The main research question of this thesis was to identify the profile of the current customers of the Mall of Tripla, as well as determining how the customers’ profiles have changed over time. The aim of this thesis is to study whether personas of the Mall of Tripla have changed over time and will they require updating.
The key findings of the study are:
- The Mall of Tripla now has a persona representing the senior visitors, so the study found that the customers’ profiles will require updating
- The initial personas of the Mall of Tripla match for the most part with the current personas in terms of demographic and occupation data, as well as reasons for visiting the Mall
- There were no matches with the initial persona representing the tourist customer base, created by the Mall of Tripla. This finding is likely influenced by the COVID-19 pandemics and the travel restrictions it brought.
The results of this bachelor thesis will be used by the Mall of Tripla to develop and improve their marketing strategy and update their service concept strategies.
Keywords: persona, comparative study, service design, design thinking
This bachelor thesis is done as a case study of the Mall of Tripla, located in the City of Helsinki, Finland. The research objective was to identify the similarities and differences of the ideal customer profiles of Mall of Tripla, taking into consideration the initial customers’ profiles created prior to the opening of the Mall of Tripla, and the current customers’ profiles.
The main research method used in this thesis was the comparative study. This choice of the research method was in direct connection to the case company´s wishes, as the Mall of Tripla expressed that they wanted to compare their initial customers’ profiles to their current customers’ profiles to understand the development and/or changes within their customer base.
The main research question of this thesis was to identify the profile of the current customers of the Mall of Tripla, as well as determining how the customers’ profiles have changed over time. The aim of this thesis is to study whether personas of the Mall of Tripla have changed over time and will they require updating.
The key findings of the study are:
- The Mall of Tripla now has a persona representing the senior visitors, so the study found that the customers’ profiles will require updating
- The initial personas of the Mall of Tripla match for the most part with the current personas in terms of demographic and occupation data, as well as reasons for visiting the Mall
- There were no matches with the initial persona representing the tourist customer base, created by the Mall of Tripla. This finding is likely influenced by the COVID-19 pandemics and the travel restrictions it brought.
The results of this bachelor thesis will be used by the Mall of Tripla to develop and improve their marketing strategy and update their service concept strategies.
Keywords: persona, comparative study, service design, design thinking