Week 7. Digital Concept, Customer
Journey Mapping, DC-2
Lisanne Bosch
, Task 1 Analyze the behavior of your persona.
1.1 Conduct an individual desk research of at least 5 sources/examples to outline a framework
of what the persona is sensitive to or attracted to.
After having done desk research, the following questions can be answered;
What does our potential target audience/persona (Iris) do with the services/products
→ Millennials find it important that products are sustainable. As a result, they will also use the
products for a long time. This also fits with their behavior, because they think longer about a
purchase, but also keep it longer. In addition, millennials can be described as result-oriented,
which is certainly the case with smart home products. You see results, such as reducing a gas
bill because the heating can be controlled remotely (Sweeney, 2006).They also find it important
to contribute to sustainability and the environment, something to which smart home products
contribute (Mehta, 2020). As a result, they will use the products and possibly give them a
second life when they no longer use them (Canadian Center of Science and Education, 2017).
Where does my potential target audience/persona (Iris) purchase the
services/products?
→ The answer to this is quite simple. For example, research by Adglow shows that 54% of
millennials make their purchases online. Millennials make up 58% of mobile shoppers (Adglow,
n.d.). The millennials also use social media a lot and they also buy a lot through social media.
The most important thing here is that they can associate with the brand and that it fits their
personal interests (Mehta, 2020). It can be concluded that millennials prefer to make purchases
online or with their smartphone (Canadian Center of Science and Education, 2017).
When does my potential audience/persona (Iris) take the services/products?
→ An important behavioral aspect of millennials is that they are very involved with technology
(Canadian Center of Science and Education, 2017). Smart home is a new technology. This will
already appeal to them. They buy when it suits what they care about, such as the environment
(Mehta, 2020). In addition, they find it important that they can trust the brand according to
Adglow (Adglow, n.d.). This can be done, for example, by displaying online reviews (Propel
Marketing & Design, Inc., 2021). When these aspects are missing, the millennial will not quickly
buy. In addition, they only buy when they need something, this is in line with their behavior as
they are environmentally aware and sustainable.
Why does my potential audience/persona (Iris) take the services/products?
→ Millennials find the following terms important; Sustainability and Environmental protection.
Smart home products ensure a more sustainable existence, such as turning off the heating
remotely. They find it important to comply with this. Therefore, they will also be inclined to buy
the products in order to contribute to sustainability and environmental protection (Mehta, 2020)
(Sweeney, 2006).
When will my potential audience/persona (Iris) buy the services/products?
→ Research by Canadian Center of Science and Education has shown that millennials are
trend sensitive. When smart home products are a true trend, the millennial and therefore also
my persona Iris is stimulated to also buy smart home products (Canadian Center of Science
and Education, 2017). In addition, it has been found that millennials are more likely to buy
something if well-known online people also use the product (Adglow, n.d.).
Journey Mapping, DC-2
Lisanne Bosch
, Task 1 Analyze the behavior of your persona.
1.1 Conduct an individual desk research of at least 5 sources/examples to outline a framework
of what the persona is sensitive to or attracted to.
After having done desk research, the following questions can be answered;
What does our potential target audience/persona (Iris) do with the services/products
→ Millennials find it important that products are sustainable. As a result, they will also use the
products for a long time. This also fits with their behavior, because they think longer about a
purchase, but also keep it longer. In addition, millennials can be described as result-oriented,
which is certainly the case with smart home products. You see results, such as reducing a gas
bill because the heating can be controlled remotely (Sweeney, 2006).They also find it important
to contribute to sustainability and the environment, something to which smart home products
contribute (Mehta, 2020). As a result, they will use the products and possibly give them a
second life when they no longer use them (Canadian Center of Science and Education, 2017).
Where does my potential target audience/persona (Iris) purchase the
services/products?
→ The answer to this is quite simple. For example, research by Adglow shows that 54% of
millennials make their purchases online. Millennials make up 58% of mobile shoppers (Adglow,
n.d.). The millennials also use social media a lot and they also buy a lot through social media.
The most important thing here is that they can associate with the brand and that it fits their
personal interests (Mehta, 2020). It can be concluded that millennials prefer to make purchases
online or with their smartphone (Canadian Center of Science and Education, 2017).
When does my potential audience/persona (Iris) take the services/products?
→ An important behavioral aspect of millennials is that they are very involved with technology
(Canadian Center of Science and Education, 2017). Smart home is a new technology. This will
already appeal to them. They buy when it suits what they care about, such as the environment
(Mehta, 2020). In addition, they find it important that they can trust the brand according to
Adglow (Adglow, n.d.). This can be done, for example, by displaying online reviews (Propel
Marketing & Design, Inc., 2021). When these aspects are missing, the millennial will not quickly
buy. In addition, they only buy when they need something, this is in line with their behavior as
they are environmentally aware and sustainable.
Why does my potential audience/persona (Iris) take the services/products?
→ Millennials find the following terms important; Sustainability and Environmental protection.
Smart home products ensure a more sustainable existence, such as turning off the heating
remotely. They find it important to comply with this. Therefore, they will also be inclined to buy
the products in order to contribute to sustainability and environmental protection (Mehta, 2020)
(Sweeney, 2006).
When will my potential audience/persona (Iris) buy the services/products?
→ Research by Canadian Center of Science and Education has shown that millennials are
trend sensitive. When smart home products are a true trend, the millennial and therefore also
my persona Iris is stimulated to also buy smart home products (Canadian Center of Science
and Education, 2017). In addition, it has been found that millennials are more likely to buy
something if well-known online people also use the product (Adglow, n.d.).
