macro and micro persona analysis

/pərˈsōnə/

noun

1. the aspect of someone’s character that is presented to or perceived by others.
“her public persona”
a role or character adopted by an author or an actor.
synonyms: image, face, public face, character, personality, identity, self;

Traditional digital analysis only tells half the story. With today’s complex sites and apps and their rich user experiences, techniques and technologies need to evolve into a macro to micro-environment. The goal is to gain these insights, and understand the cultural psychology of the persona.

I'm a problem solver. I love people. The more complicated they are, the more I get into them, and I just want to understand what makes them tick.

-Paul William Walker IV, Actor, 2011.

Persona macro analysis of micro level interactions is contrasted with the popular tendency to regard micro level interactions as autonomous, and even as constituting macro cultural factors. Discourse and agency in a sociology premise are two examples of cultural values.

Macro persona analysis refers to the general environment, that can affect the the target persona. It constitutes those outside forces that are not under the control of the firm but have a powerful impact on the persona’s functioning. It consists of individuals, groups, organizations, agencies and others with which the firm deals during the course of its perspective toward your product or service.

Micro persona analysis refers to the environment which is in direct contact with the persona  and can affect the routine activities straight away. It is associated with a small area in which is motivators, contracts, and demographics that makes up the persona.

You have to think about the affect the macro environment as a whole.  Determining a persona’s intrinsic value is a herculean feat at best. In pursuit of the question,”who is my user?”  You need to do a micro analysis.  Using  tools such as; Interview, Observation, and Data Exaction, your persona(s) will form.

Macro and micro persona analysis will be used in the design phase, and any time questions or problems arise. This will help you to answer these questions, what their needs are, their wants, and the desired outcome of the state holder and the users.