Jamf Personas

 

Technology Industry | Qualitative Research | Quantitative Research

 

Overview

Jamf wanted to improve their marketing efforts for a new product through a better understanding of how schools purchased device management solutions.

My role was building personas, including:

  • Recruitment for interviews

  • Conducting interviews

  • Survey creation

  • Data analysis

  • Persona segmentation

 

Stakeholder interviews

To set the tone for research, I scheduled and interviewed key local and international stakeholders to gather insights into what their current marketing efforts and sales process were, and what they already knew and wanted to know more about the audience they would be marketing Jamf School to.

 

prospect interviews

I designed a screener and worked with a third-party recruiter and Jamf’s marketing team to recruit prospective and existing customers to learn more about how they made technology purchasing decisions in the education sector. A total of 30 interviews were completed, and information gathered in the interviews was used to gather qualitative data and inform the survey.

 
 

Data Analysis & Persona creation

I decided to create role-based personas because there was a pattern of certain jobs titles playing unique roles in technology purchase decisions. Survey data was segmented to create five unique personas for the Jamf marketing team, each having different degrees of experience with technology, varying degrees of authority in the discrict and roles in the purchasing decisions.

It was necessary that each persona had distinct data points to differentiate them and better direct the marketing team. Points of differentiation included:

  • Role in purchasing technology

  • Level of involvement in decision

  • Where they received their new and information on technology

  • How tech savvy they were

  • How often they used technology

  • Frequency using Apple devices

  • Technology landscape awareness

  • Awareness of Jamf and their products

  • School type and size they worked in

 

results

The project concluded with four unique personas and mental models that were worthy of being hung on the wall for Jamf’s sales team, fully informed by qualitative and quantitative research. The team was hired again to execute this same project for three separate products as Jamf’s offerings expanded.