The biggest benefit from Need Based Personas.
Sometimes you go the bookstore to get you a book to relax, maybe take it on a holiday. And the next time you’re looking for a book, it has to do with your line of work, wanting to improve your professional skills. Both times it is you, but clearly with a different purpose. Yes you are buying a book, but when taking a closer look there are 2 completely different needs that you’re fulfilling: 1. relaxation and 2. acquiring information and learn.
When just looking at demographics, both times you would be a male/female of a certain age, living either in a city or rural area. With this information, you can only design, for let’s say a woman of 42 living in the city, but there are so many different types of women that fit this profile. Taking a look at all different customer needs and experiences that a bookstore fulfils makes it possible to organise a bookstore to the purpose of people’s visit and using different slogans to attract those with different needs, motivations and emotions.