Building Audiences

Jamf is a software technology company, and their sales team wanted more insights into how schools were purchasing device management solutions to better inform marketing efforts for their newly acquired product, Jamf School.

I conducted interviews, created surveys and synthesized the data to develop their personas.

Qualitative Research

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 their audiences. With that information, I developed an interview guide and spoke with 15 educational professionals, varying from Superintendents to teachers, as they were adapting to doing their jobs completely remote. 

Quantitative Research

Once I had a better understanding of who the audience was, from their technology experience to how involved they were in the purchase process, I used that information to develop survey questions that were sent out via Survey Monkey. The responses validated and quantified previous findings, and were analyzed to find patterns that would differentiate the final personas.

Buyer Personas & Mental Models

I saw correlation between roles in the purchase process, buying motivators and involvement using technology in the classroom, so the personas were grouped primarily by their role within either public or private districts. I collaborated with a designer to bring the data display to life, so each persona looked as unique as their differentiators in the data, while still being easy to use and understand for Jamf’s sales team.

To make the personas easily usable for the marketing team, I developed purchase journeys and mental models for each persona. These models gave more context to the persona’s buyer journey, including how they felt, what questions they may have and types of relevant content that could be used to answer those questions for each journey stage.

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.