I Built a Custom GPT That Creates an Audience Persona You Can Have a Natter With
I have a love hate relationship with new briefs.
I’ve always enjoyed the thrill of starting a new project, understanding a new audience segment, but sometimes the data is just lacking.
Or the brief is written in a really dry way.
Or there’s too much “stuff” to sift through before you can understand who you should be speaking to.
Sometimes you just want to meet the target audience. Like now!
So I wondered if AI could help with this.
Welcome to an insight into my dealings with chat bots.
I Built a Tool to Make Customer Personas Come Alive with AI
I know the whole idea of replacing people with machines is not what we want.
But hear me out.
I’m not trying to do that.
I’ve never been in a position to meet the intended audience for any creative work at brief stage.
This only really happens once a concept is ready for testing, by which time, if you don’t understand your audience, you’ve wasted significant resources.
And even then, it depends on the culture of the agency and the willingness of a client to involve real people.
The idea of saying to my MD, “can we meet the audience before we start work?” is just silly.
So I wondered if there was a way to approximate it with AI.
Start Using AI Like a Grown Up
Generative AI is evolving at a ludicrous pace and at the time of writing, you can do some truly amazing things to understand and create a strong emotional bond with your audience if you know how.
But the flip side of this, is a massive knowledge gap.
Every day I see people who don’t know how to use it properly. Either, they haven’t bothered to put the time in or they are skeptical.
Using ChatGPT to approximate actually speaking with your target audience might smell of foolishness.
What if it hallucinates?
These are carefully crafted prompts, using best practice, and released only after hours of extensive testing.
I’ve tried this technique and it’s very reliable.
I would invite you to try it out.
This is my first attempt, so I’m happy for feedback!
Begin With a Rough Demographic and a Market Need
All you need is a simple sentence:
People who fly a lot in the USA in the market for luxury luggage
I made a picture in Midjourney for fun:
Marks and Spencer food shoppers in the UK in the market for spending less on their weekly shop with a cheaper supermarket brand
Marketing Directors in the market for award winning Freelance Creative Directors in London to help them catapult their premium gin brand
A 25 year old female musician in the market for a paid-for Tidal account
Agency leaders in the market for AI Trainers to help their team understand generative AI and produce better work with AI
This is the structure:
[audience] in the market for [product or service]
You could feed it a much richer demographic, but you don’t even need to.
It Will Start By Giving You a Rich Audience Persona
Over the past few years I’ve been using AI through IBM Watson and Audiense tools to provide a rich psychographic profile of any audience. The tools are expensive, but the data is incredible. It allows you to get to the universal human truth about any audience and breaks everything down.
The best thing about is, is that it scans billions of data points and uses the OCEAN framework to give you an idea of how to adjust your advertising to that audience.
It never lies.
I baked some of that thinking into the Custom GPT so that it gives you an OCEAN score in a similar way.
I’m really grateful to Keywords Everywhere. They have built a similar tool to create a buyer persona.
Watch their video here.
I was inspired by this persona but I wanted to build something simpler to use.
Bring Your Audience to Life With AI
Now to the fun part.
What if I told you there’s a way to bring your audience personas to life so you can have a chat with them any time you want?
Sounds fake, right?
Like the AI snake oil-smelling promises all hype and no substance cramming your Instagram feed.
Really simple. Just jump in, tap on the link, drop in your audience data, and start chatting.
All you need to do is write something like this:
[audience] in the market for [product or service]
Replace the text in the square brackets.
You Need to Have Audience Data First
I designed the GPT so that it won’t start until you give it “Target Audience and Target Market” information. Sorry. Otherwise, it will be a wholly inaccurate exercise in generic guesswork.
That would surely be useless to you.
The GPT I built needs input.
You need to tell it who your audience is, and any insights you have, particularly the market and product you are trying to communicate, with any barriers, successes you know of.
Give it everything. The more the better, below 1000 words.
With current generative AI tools there is a balance to be struck between asking the chatbot to tell you what it knows, to dig deep into the data it’s been trained on and the data you own.
More and more I’m seeing the value of having good, proprietary data, which you can feed ChatGPT.
Talk to your Audience
This is the fun part. I thought why stop there? If ChatGPT knows everything about this audience, why can’t they stay in character?
This was the “aha” moment for me.
Once you have your persona:
The GPT will then say hello to you in character.
It will choose a name for this particular fictional customer, and start speaking to you like them.
Talk to them.
Ask them what they like to do at weekends.
What do they love?
Fear?
Think of it like having a personal WhatsApp chat with your audience.
Persona Examples
You get the idea.
It’s a simple copy paste job to put that into a beautiful looking deck.
It takes seconds and is really robust. I use it for every brief I work on.
Response Examples
Here is just one conversation I had with the tool for one of the personas.
I’m not going to comment on the responses below. I’ll let you judge them. You’ll see what I was driving at.
Frequent Flyer Fiona
(not the most original title, need to fine tune that)
ChatGPT 4’s output:
Openness: 75%
Frequent Flyer Fiona scores high on openness, reflecting her curiosity and willingness to embrace new experiences and ideas. This trait is evident in her adventurous spirit and interest in diverse cultures, which align with her frequent travels.
User Description
Fiona is a successful marketing executive based in New York City who travels frequently for both business and pleasure. Her lifestyle demands high-quality, stylish luggage that can withstand constant travel. Fiona values products that enhance her travel efficiency and style.
Hi, my name is Fiona, I’m 38. Ask me anything!
Chomoi: So what do you think of Away’s suitcases?
Fiona: I’ve looked into Away suitcases before, especially since they’re quite stylish and I’ve seen them around a lot. They seem great for casual travellers because they’re pretty, functional, and have those useful built-in chargers. However, I tend to lean towards brands with a proven track record in durability and elite customer service, like Tumi or Rimowa, given the amount I travel and the quick turnarounds I often need. Away might be good for my shorter, less demanding trips though!
Chomoi: Great. Can I ask you about our marketing plans? It’s a brand new luxury case called Flightplan that we think you will like but we are not sure. We have an idea for a live demo of our indestructible American Aircraft grade aluminium cases where we give Billie Eilish a sledge hammer, and challenge her to smash it before the end of her latest song “What Was I Made For?” ends — It’s about 4 minutes long. We’d put this video on social platforms like TikTok, Instagram and Youtube. We think it would be funny to contrast the soft music with her shouting and swinging the sledgehammer violently but we need your opinion. Would you watch that? Would you like it?
Fiona: That sounds like a very engaging and memorable marketing stunt! Billie Eilish has a huge following, and her involvement would certainly draw attention to the Flightplan brand. The contrast between the softness of her song and the intensity of the task would definitely stand out and make for compelling content.
I would definitely watch that. It’s clever because it not only highlights the durability of your suitcases in a dramatic way but also taps into the entertainment value that goes viral on social platforms. If the suitcase withstands the challenge, that sends a strong message about its quality. Plus, leveraging a popular figure like Billie Eilish can definitely amplify your reach and appeal, especially to a younger demographic who might be looking to invest in their first pieces of high-quality luggage. Make sure to clearly communicate the features and advantages of the Flightplan suitcase in the campaign to maximise the impact.
Chomoi: Would you leave a comment on that video? Please be honest. If so, can you give me some examples?
Fiona: Honestly, if the video impressed me, I would likely leave a comment! It’s a fun and unique approach, and I tend to engage with content that resonates with my interests or surprises me in a good way. Here are a few examples of comments I might leave:
“Wow, didn’t expect that suitcase to survive Billie Eilish and a sledgehammer! 😱 Might need to get one for my next trip! #indestructible”
“Is there anything this suitcase can’t handle? Definitely adding Flightplan to my travel essentials list! 👏🧳”
“That was epic! Love seeing products tested in real time. If it can handle Billie, it can handle my travel schedule for sure! 🌍✈️”
These types of comments show my enthusiasm and might also help other viewers see the product’s value from a frequent traveler’s perspective.
Chomoi: I know you don’t have all the information about our new Flightplan suitcase, but of 100, what percentage would you rate this video stunt idea for the following: I intend to purchase this product if the price is right; I love this product; I would share this video with a friend; I think this is the product for me. We are confident the case will withstand the demo! Let’s pretend it does.
Fiona: Based on the scenario where the Flightplan suitcase withstands the demo with Billie Eilish and a sledgehammer, here are my ratings out of 100 for each aspect:
I intend to purchase this product if the price is right: 85/100
The demonstration would significantly raise my interest in purchasing, especially if the price aligns with the value demonstrated.
I love this product: 80/100
Seeing the suitcase survive such an extreme test would definitely increase my affection for the product, assuming it also meets other personal preferences like style and functionality.
I would share this video with a friend: 90/100
The uniqueness and entertainment value of the video would make it highly shareable, especially among my travel-savvy friends or those who enjoy novel marketing approaches.
I think this is the product for me: 75/100
Assuming the suitcase also meets my needs in terms of size, features, and style, seeing it withstand such a rigorous test would strongly influence my perception that this could be a suitable choice for my frequent travels.
These ratings reflect my enthusiasm and the potential influence of such a creative marketing stunt on my purchasing behavior and engagement with the brand.
Chomoi: You are very enthusiastic which is great. However I would like you to be as pessimistic as possible. What are some of the things you don’t like about this video? What are we missing? Are there any other outstanding questions or worries you have about this suitcase brand?
Fiona: Taking a more critical perspective, here are some potential drawbacks and concerns about the video idea:
1. Relevance to Everyday Use: While the video effectively demonstrates the durability of the suitcase against extreme conditions, it might not address the more practical, everyday concerns of travelers, such as weight, maneuverability, storage capacity, and TSA compliance. Viewers might wonder how it performs under normal travel conditions.
2. Perception of Gimmickry: There’s a risk that the stunt could be seen as more of a gimmick than a testament to quality. This might detract from the perceived professionalism and sophistication typically associated with luxury brands, potentially alienating a more conservative, upscale market.
3. Brand Alignment: Using Billie Eilish and a sledgehammer could attract a younger audience but might not resonate as well with older, more affluent consumers who are the typical purchasers of high-end luggage. The tone and approach could seem misaligned with their expectations for luxury brand communications.
4. Environmental and Ethical Concerns: In today’s climate, consumers are increasingly aware of and concerned about environmental impact and sustainability. The demonstration might raise questions about wastefulness or the environmental implications of creating such a robust product.
5. Functionality vs. Durability: While durability is a fantastic feature, the video might leave out information about other essential features like the interior design, security features, or innovative technology that aids travelers. Consumers might wonder if the focus on durability compromises other important features.
Outstanding Questions or Worries:
- Material and Construction Details: What materials are used in the suitcase? Are they sustainable or ethically sourced?
- After-Sales Service: What kind of warranties or repair services does the brand offer? High-end luggage buyers expect excellent customer service.
- Price Justification: Given that the suitcase can withstand extreme conditions, is it significantly heavier or more cumbersome than other luxury suitcases? How does the price compare to other luxury brands that offer more than just durability?
- **Brand Heritage and Reviews:** As a new brand, how has Flightplan established trust with its consumers? Are there any reviews from trusted sources or testimonials from frequent travelers?These points could help refine the marketing strategy to ensure it not only captures attention but also thoroughly addresses the needs and concerns of the target market.
Chomoi: OK. That’s great. Can you remind me what you like to do at the weekend?
Fiona: I enjoy a mix of activities over the weekend that help me relax and recharge for the week ahead. Yoga is a big part of my routine; it keeps me centered and physically fit. I also love getting lost in a good book, and when the weather’s nice, I might go out for some travel photography around the city. These hobbies not only keep me entertained but also enrich my creative and personal life.
Chomoi: What brands do you like?
Fiona: I tend to gravitate towards brands that align with my lifestyle and values, focusing on quality, style, and innovation. For my professional and travel needs, I really like Tumi and Rimowa for their durable and stylish luggage options. In terms of fashion, I appreciate brands like Theory and Vince for their sleek, professional attire. For technology, I rely on Apple for its user-friendly and high-quality products that seamlessly integrate into both my personal and professional life. These brands consistently deliver the reliability and style I need, whether I’m at work or exploring new destinations.
Chomoi: What type of content do you like on social media and are there any influencers you follow?
Fiona: On social media, I enjoy content that’s both inspirational and informative, especially when it ties into my interests like travel, fashion, and technology. I love seeing travel vlogs or posts about unique destinations; they often give me ideas for my next trip. Also, I appreciate fashion and lifestyle tips that blend professional attire with travel-friendly versatility.
As for influencers, I follow a few who align with my tastes and lifestyle. For instance, I enjoy the content from Jessica Stein (@tuulavintage) for her stunning travel photography and fashion insights. I also follow Vanessa Hong (@thehautepursuit) for her minimalist fashion advice which is perfect for my professional life. In the tech space, I like to keep up with Marques Brownlee (@MKBHD) for his straightforward and thorough tech reviews, which help me stay informed about the latest gadgets and trends. These influencers provide a mix of entertainment, information, and inspiration that resonates with my daily life and aspirations.
Note: I made the brands bold above, and added the actual influencer links. ChatGPT found the handles.
https://www.instagram.com/tuulavintage/
Well done for making it this far down. Here’s a freebie.
Midjourney Photography Prompt
You could then take these descriptions into Midjourney with a nice photography prompt like I did.
Here a nice, natural photography Midjourney prompt I used. Try it!
Medium head and body shot of a woman, 25 years old mixed race, half asian half caucasian, looks like Lalisa Manoban, dark same length bob hairstyle with bright orange ends, a small mole, greenish grey eyes, freckles, natural brown color makeup, cinematic, high key photo, every day photo using iphone on a plain white studio background — v 6.0 — style raw — ar 16:9
New Ways of Working
Using this method does take a little mind-shift. Imagine you’re working on a brief for a new tech product (or whatever) and you need to understand how and where your audience are most likely to encounter a pain point that leads them to seek out a solution. No more trawling forums or sifting through survey data. Just ask ChatGPT 4.
Role-play different scenarios and ask them how they’d react or what might convince them to make a purchase. Any time, day or night, fire off a question and get an instant response.
How Do I Use GPTs?
Currently as of March 2024, my understanding is that you need to have a Plus account (or higher) to access GPTs. The owner or builder of the GPT needs to either share the link with you or publish their GPT as Open on the platform. My GPT is currently “link share only” as I am developing it. I offer it up to you for testing. I welcome any feedback!
What next?
Maybe some of you will be thinking this all sounds a little too good to be true. Believe me, I was sceptical at first. But having used this method on multiple projects now with a range of different clients and strategists, I can honestly say it has revolutionised my workflow.
What used to take days or even weeks of research and analysis can now be achieved in a matter of minutes. I will share the method so you can try it out yourself.
If you’re looking for a way to gain deeper insights into your target market, I urge you to give this method a try. The possibilities are endless and the results will speak for themselves. After all, wouldn’t you like to ask your target market anything?
Now you can.
Do you have your own idea for a tool? I’m always looking for ideas for Custom GPTs that can help in the creative strategy space.
Message me.
For more insights into how you can use generative AI in your creative practice join my email list, Adhacker https://go.chomoi.co.uk/adhackers
Note: I do sometimes use the help of AI tools to get stuff done.
