Royal Society of Wildlife Trusts
The Wildlife Trusts covers 46 individual Wildlife Trusts, each of which is a place-based independent charity with its own legal identity. Overall, there are more than 900,000 members, 39,000 volunteers, 3,600 staff and 600 trustees.
The Brief
The Royal Society of Wildlife Trusts had some personas, but they had become outdated and no longer met their needs. They commissioned Telltale Research to create new personas to represent their members and supporters.
“Can you create some personas that truly represent our members and supporters?”
Our Solution
- Stakeholder co-creation workshop to understand the needs and desires for the new personas across the trusts
- A 20 min survey with existing members and supporters that delved into a wide range of personal questions, such as by use of Schwarts’ human values theory.
- Creative pre-task and online focus groups to delve deeper into each of the persona’s personalities.
- Design personas in attractive and user friendly format
The Result
We identified four personas that corresponded to distinct values and motivations that were identified through a cluster analysis. These were delivered in a beautifully designed booklet that brought each of the four personas to life with quotes, stats, imagery and graphics.
