Reaching the Public: Personas for Marketing Agriculture Organizations

Abstract

When developing messages, agriculture organizations must have a thorough understanding of audience segments’ beliefs and communication preferences. This study explored how individuals in the Millennial generation perceive animal rights and animal use organizations. Participants were purposefully sampled from the Millennial generation to represent various sex, race, income level, and education level demographics. Additionally, data was collected using a Q method to enable differences between participants to emerge. By exploring the differences between participants, I gained a basic understanding of animal rights and animal use organizations’ influence. I used my understanding of how animal rights and animal use organizations influenced participants to develop user-based marketing personas. The personas developed in this study represent an initial understanding of the types of individuals influenced by animal rights and animal use organizations. The personas in this study are basic and will require more time and research before they can efficiently reach a target audience. Once fully developed, the personas in this study may help agriculture organization reach and engage various audiences in the public.