Website relaunch: building data-driven target groups for the TRK

Website Relaunch: Aufbau datengestützer Zielgruppen für die TRK

TechnologieRegion Karlsruhe GmbH is a regional action alliance for the development of the region.

Industry: Technology

Website: trk.de, trk.de/wcc

Involved Disciplines:

Digital Business

Objective

Definition of data- driven target groups as a basis for communication measures.

Result

Persona profiles that represent the relevant information requirements as well as the specific needs and pain points.

What do TRK and the Welcome Centre do

TechnologieRegion Karlsruhe GmbH (TRK) is an organisation dedicated to promoting innovation, science and business in the Karlsruhe region.

Part of the TRK is the Welcome Centre – whose declared aim is to bring companies in the region together with international specialists.

Market research data as the foundation

In order to create well-researched target groups and personas, we rely on data from the market research institute SINUS. Firstly, we identify relevant characteristics for our use case. For example, we select the market research data according to the probability of someone working in business or for public organisations or associations. Other selection criteria include media usage behaviour and position in the company.

Based on these characteristics, we form data clusters that exhibit similar behaviour and thus form the basis for our target group and persona descriptions.

TechnologieRegion Karlsruhe Sinus Milieu Verortung der Zielgruppen. Es gibt 3 verschiedene: die Traditionellen, die zwischen den Welten und die Digitalen. Die Traditionellen gehören dem konservativ gehobenen, dem traditionellen, dem nostalgisch-bürgerlichen und prekären Milieu an. Die zwischen den Welten gehören zum postmateriellen milieu und der adaptiv-pragmatischen mitte. Und die Digitalen sind die Milieu der Performer, das Expeditive Milieu, das Neo-Ökologische Milieu und das Konsum-Hedonistische.

TechnologieRegion Karlsruhe Sinus Milieu Verortung der Zielgruppen. Es gibt 3 verschiedene: Operative Sicherheitsaffine, Digitalos aus der Wrtschaft und Konservative aus Verwaltung und Verbänden. Die Konservativen gehören dem konservativ-gehobenen und postmateriellen Milieu an. Die Digitalos gehören dem Milieu der Performer, dem Expeditiven Milieu und dem Neo-Ökologischen Milieu an. Und die Sicherheitsaffinen dem nostalgisch-bürgerlichen Milieu, der adaptiv-pragmatischen Mitte und dem konstum-hedonistischen Milieu

Data clusters for persona creation.

Individual profiles per persona

We developed a total of four personas for the TRK and the Welcome Centre. These individual profiles describe both the media usage behaviour and the respective tasks and responsibilities of the personas in their professional context. In addition, we identified the individual needs and pain points with regard to the services of the TRK and the Welcome Centre. The persona profiles serve as the basis for the requirements for the new website and its design.

"Personas are a data-supported basis for all design and development decisions."

TechnologieRegion Karlsruhe Persona Steckbrief Digitalo Wirtschaft DE Sinus Milieus: Performer, Expeditive und Neo-Ökologische

Foundations for the relaunch

The findings about the personas helped us to align the relaunch with the respective needs in a user-centred way. We defined the “Digitalos” as so-called lead personas. Their specific needs had a significant influence on the direction of the website.

Insgesamt bieten uns Personas eine datengestützte Grundlage für alle Design- und Entwicklungsentscheidungen.