TASK 1B Task 1b Customer insights and creating personas (500 words) Select a person you are comfortable with. Someone you know well, a family member or even yourself. You are going to collect data on this person. The data should come from a range of services. You should select at least 5 sources of data. The data sources could include (but not limited to): Netflix Spotify Brand loyalty membership (such as Just Jeans, Mecca, JB HiFi) where you can see purchase history Woolworths Coles Petrol Apple Music Social media Interview with the person Remember you need to select 5 sources of data across a range of entertainment and retail. Ensure at least two sources of data come from retail purchases (Woolworths, mecca, Coles) and not just all entertainment (such as Netflix, social media, Spotify etc.). You are looking at the consumption and purchase history of the person in order to review the data and interpret insights on the person. This can include an interview as well. An exemplar for this assessment is provided. Remember you are looking at volumes of data to present insights on the person. The difference is: Person X spent $200 at Woolworths once a month (data) Person X spent $300 twice a year at Mecca (data) Person X purchases make up at Mecca twice a year. These purchases are aligned to the persons viewing on social media and the person appears to be highly influenced by social media influencers. However, person X tends to buy lower branded skin care from Woolworths when it is 40% off. Patterns of consumption demonstrate the data shows the purchase, but the insight can see the person buys skin care at Woolworths only when it is 40% off. Once you have collected a range of insights you are preparing the data in a customer persona using an infographic to present the persona. Referencing in this assessment is required to the source of the data. For example: Person X spent $200 at Woolworths once a month (Woolworths Every day rewards, 2023) Person X spent $300 twice a year at Mecca (data) (Mecca online purchase history, 2023) You do not need academic references for this assessment Performance Criteria Collection of data and Identification of Customer Insight (50%) F (-29) Basic data is presented on the customer but no insights have been generated Application of the insight to relevance of the brand (30%) The insight hasn't been attached to any brand Referencing (5%) No references used Communication and creativity (15%) Poorly written, substantial spelling and grammar errors. No creativity used in presentation F (30-49) Data is presented on the consumer but the insights are loosely made without any evidence There is little insight on the brand, more a range of data presented on a person In text refencing of commercial sites is minimally used Poorly written with spelling and grammatical error. Minimal creativity used in presentation P (50-64) Some data evidence is provided that leads to insight on the customer. There is no justification for the insight given. There is evidence of how the insight is made on the brand by stating the insight about the brand. While it is there it is superficial Student has provided a reference list of data sources Written with some spelling and grammatical error. Creative presentation has been attempted C (65-74) Data is provided which leads to insights about the consumer. The insight is justified with evidence There is a link between each insight and the brand that it has been found on. The insight is a true insight but the connection is superficial. Student has provided a reference list of data sources and in text referencing from the sources Average writing style with some spelling and grammatical errors. Student has presented a creative piece of work. D (75-84) Insights are generated from a number of sources with evidence to justify the decision. Students can link one insight to another and demonstrate how it helps us understand the consumer better. There is a strong well connected link between the brand and the insight with the student connecting insights on the consumer against a range of brands in order to make meaning of the data Student has provided a reference list of data sources and in text referencing from the sources in correct referencing style Excellent writing style, with no spelling or grammatical errors. Presentation is creative and communicates a clear message. HD (85+) Advanced insights are provided on the customer profile. These are supported by strong evidence in the data that is visually represented as well as discussed. A range of data sources are used to collect insights about the person and the data is triangulated across a number of sources An excellent combination of insight, data and marketing application with the student demonstrating how a range of insights link to the brand providing meaning on the consumer and marketing implication for the brand Student has provided a reference list of data sources, in text referencing and provided source links to externally used images in correct referencing style Superior writing style, easy to read with nice flow, no spelling or grammatical errors. Creative presentation using images and text to tell a story.