Different people have different needs and desires; however, individuals are not all unique either. In any market there are groups who think and choose for similar reasons. Capturing these similarities and differences is essential to understanding how a new offering will be adopted. In an approach analogous to ‘Market Segmentation’, Inovo employs a technique that groups people by how they think and choose – rather than by their behavior or demographic traits. These categories are called ‘Personas’.

Inovo represents personas in two, interrelated ways, first as a prose description, and second as an executable software model. The structure of the IPTV personas developed for this project is shown in below. All of this information is derived from an examination and analysis of the raw data - information and knowledge obtained from the community engagements and other primary and secondary research.

The Persona Adoption Model, or PAM, is the tool used to represent the various personas identified for the IPTV domain. It is a software representation of each persona. The following figure illustrates how the PAM works.


To create a working model, the ‘needs and desires’ are translated into an understanding of how these personas form perceptions and respond to specific effects. The persona model consolidates knowledge about the personas and is used to evaluate the effect of different actions on customer perceptions to create an ‘adoption score.’