People naturally look for characters they can identify with. They have the power to personalize the story and deepen our connection with a particular issue. We know that identifying different types of unmet needs and capabilities can make use of customer segmentation techniques. But how about combining the data to reveal new needs & patterns, could these help create personas or characters people could relate to?
Our research created characters that help people put themselves in the shoes of the different situations that young Europeans face when trying to make a living. A report has just come out on the state of social economy across Europe. What’s fascinating is how the visualisation below helps bring to life the situation that social entrepreneurs face across each country.