Creating a Persona for Modern Organizations’ Decision-making Case Study: The Young Consumer of Statistic Data, in Romania

Iulia Alexandra Nicolescu ()
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Iulia Alexandra Nicolescu: Bucharest University of Economic Studies

PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON ECONOMICS AND SOCIAL SCIENCES, 2018, vol. 1, issue 1, 280-288

Abstract: A consumer-persona is an important prerequisite for integrated decisions, to any organization. Marketing and sales strategies use personas to obtain customer-centred strategies for creating, delivering, and communicating superior customer value. (Kotler, Armstrong, 2014). Public organizations approach modern management through methods usually applied in private companies. Therefore, no wonder academic literature is seeing a rising interest for mixed digital tools applied in public policy. The public becomes the centre focus of every modern organization, each consumer’s need representing the motion statement of designing strategy. According to the 11th Principle of European Statistics Code of Practice (2017 revised ed.), statistical data must correspond to the user’s needs, including those of the large public. Listening and learning about consumers is also a main drive of the Digital Governing program, for a better, more ethical, more efficient modern governing. With the mission of expanding their innovation base, a small agency in the Department of Health and Human Services (HHS) developed client-centred designs in order to challenge their customers to become more involved in their projects (Wong, 2017). With evident proof that organizations search for modern methods to meet modern standards set by international regulations, this article approaches an exploratory research to develop a customer-persona. Methodology of this paper qualitatively assesses the consumer of statistics from Romania, with focus on the youngsters’ segment, with the help of a survey questionnaire. Based on the collected data, this study also develops a model of individual questionnaire for building the profile. This paper reveals that young consumers do have a rising interest for statistics but insufficient knowledge to interpret them correctly; the presented data also show an appetite for modern visualization techniques but, limited use and activity on social platforms from behalf of official statistics producers. The consumer-persona created is for a domain less influenced by marketing strategies therefore stakeholders might be interested in order for similar studies to be deepened in order to build a comprehensive profiles list, clustered on emerging groups of users.

Keywords: Statistics; modern public management; marketing; consumer persona (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:rom:conase:v:1:y:2018:i:1:p:280-288

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