How 'Generation V' Will Change Your Business - WikiLeaks (15 pages)

0 satisfy the needs of multiple roles

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Publication Date: 3 January 2008/ID Number: G00153798

Page 8 of 15

© 2008 Gartner, Inc. and/or its Affiliates. All Rights Reserved.

3.0 Satisfy the Needs of Multiple Roles

The multiple roles that most people have (for example, employee, volunteer, child, parent and
spouse) all prompt different behaviors and attitudes. Companies will need to understand the
personas that customers are playing at any given time, because it's important to understand how
to treat them.

For example, our 40th-level half-elf is also a parent and enjoys cooking, photography and stock
trading. He has 10 online personas dedicated to these interests, as shown in Figure 4.

Figure 4. The 10 Personas of the 40th-Level Half-Elf

greeneggers.net

BobbyQ

etrade.com

BlueBloodTrader

World of Warcraft

Brazin

Photo-

grapher

Gamer

flickr.com

Freebird

EverQuest

Roland

photobucket.com

Rainbowcheeseburger

Day

Trader

Cook

cooksillustrated.com

TBone

finance.yahoo.com

Trendtrader

Consultant

Parent

parent.com

KeptupKnight

secondlife.com

Stallion

greeneggers.net

BobbyQ

etrade.com

BlueBloodTrader

World of Warcraft

Brazin

Photo-

grapher

Gamer

flickr.com

Freebird

EverQuest

Roland

photobucket.com

Rainbowcheeseburger

Day

Trader

Cook

cooksillustrated.com

TBone

finance.yahoo.com

Trendtrader

Consultant

Parent

parent.com

KeptupKnight

secondlife.com

Stallion

Source: Gartner (December 2007)

Some companies are addressing the needs of multiple personas by looking at hybrid segments
and assigning weights of different segments to individual customers. This issue is important as
companies seek to move customers from one needs segment to another. The more likely the
customer is to switch or "hop over" segments (or a particular persona), the more likely that, at
certain times, the customer will exhibit the behaviors that the company wants to make permanent.
Analytics will play a major role in the virtual environment, and will enable companies to detect
behavior (such as segment hopping and through collections of behavioral data) so they can make
recommendations on how best to treat them.

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