Personas sustainable mobility

Summary

Developing personas is a widely used (marketing) method to gain insight into important behavioral components of a specific population by creating a detailed description of someone who represents the target audience. Personas are fictitious persons and give a detailed description of the motivations, needs, challenges, goals, knowledge, purpose, and opportunities of the target group. Furthermore, a persona consists of a name, demographic details, interests, and behavioral traits. Even though personas are fictional, yet they are data-driven representations of key user segments. They are crafted based on comprehensive research and real data about the target audience, including demographics, psychographics, and behavior patterns. The creation of personas contributes to the realization that there are different people with different needs and expectations. By developing detailed personas for each pilot within the Mobility Makers project, pilot partners can gain a deeper understanding of their audience and precisely guide the execution of pilot activities. By knowing where the facilitators and barriers lie, pilot partners can better focus on driving sustainable mobility changes within their target groups.