Thoughts on Chapter 14 of Thinking Fast and Slow
As marketers and product creators we use personality stereotypes to generate personas and then assume that these personas clump together into segments. Chapter 14 has me pondering the validity of this method. Just because two people have a similar personality description does not mean they will both receive and adopt a product, or receive and adopt it in the same way.
Kahneman makes the point that we can’t ignore evidence, the personality stereotype; nor can we ignore base-rates, the statistics behind populations of groups/segments.
Should we be segmenting on assumed or observed behavior instead?
In my experience, personas created for products typically include more factors than those created for marketing purposes. And after reading this chapter, I believe we should include as many defining factors of a person’s life while generating our personas: their beliefs, personal connections, daily behaviors, products already used, etc.
And then to get the most use out of this persona decide on the probability of its existence in the market segment we are communicating to regardless of how we segment it (geo, demo, psycho, etc).