Researching web personas

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The Mackman Research team have been collaborating with the strategy and communications teams this month to develop a set of in-depth questions which will form the basis of our refreshed web persona questionnaire process. Mackman create smart websites that are built on a knowing and understanding of who the website users are, listening to what they need and what they want to get from the website as a whole. By keeping content, design and technical choices centred on this audience, the site will continue to develop with their interests and needs in mind.

We conduct user persona research in the early stages of every website project to determine and understand these audience groups. From this data gathering we start to build a picture of the primary and secondary website users and the research team can in turn create fictional web personas based on main client users of a website.

Through doing this, we identify characteristics and functionality that inform the content strategy and design of the site. We are able to create an infrastructure and tone of voice that supports users with different goals and abilities. Rather than thinking that the whole world is your audience and sending out blanket messages, the process of creating web personas helps our clients think strategically about the different needs of their various audience groups and how their website needs to cater for these categories of people. For more information about our research or web development processes, contact us. Give us a call on 01206 625222, or email [email protected].

Dr Gemma Mackman

Research Director

Dr Gemma Mackman is co-founder and Research Director of the Mackman Group. Her professional career has given her a broad knowledge of business practices, an appreciation of good customer service and experience of a diverse range of sectors. Gemma is also a member of the Market Research Society and has completed research training provided by the Economic and Social Research Council.

More About Gemma

What Our Clients Say

            
                        “Not only has the exercise helped us better understand the needs of older people in the county, but it also raised some important questions, which will help our organisation drive forward new ideas in the future.”
                        
Jonathan Skermer – Marketing/Development Manager, Age UK Suffolk                    

                        “Their collaborative and plain speaking approach makes working with them a pleasure. High standards are maintained at every part of the research process from questionnaire design, through to data collection, analysis, and the concise presentation of results. In particular we appreciate their no-nonsense approach to reporting results in a concise and graphical manner that is easily understood.”
                        
Stephen Duffety – Senior Partner, Baker Tilly Tax and Accountancy                    

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Essex County Council - COVID-19 Business Research

Government

Mackman Research was commissioned by Essex County Council to conduct an important business support survey during the early stages of the Covid-19 pandemic in 2020. This project has since gone on to be selected as a finalist in the 'Best Data Collection – Interviewer Administered' category of the MRS Operations Awards 2021.