Agricultural Innovation Australia Customers
Target Customer Segments
Target Customer:
Persona
Emma Walker
Demographics
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Age
38
Gender
Female
Location
Melbourne, Australia
Education Level
Master's Degree in Environmental Science
Income Range
$90,000 - $130,000
Family Status
Married, no children
Professional / personal background
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Occupation & Industry
Research Scientist in Agriculture and Sustainability
Work Environment
Collaborates in lab, fieldwork, and remote work settings
Personal Background
Keen advocate for sustainable farming practices, enjoys hiking and community gardening in her free time
Behavioural traits
Daily Routine
Starts the day reviewing research updates, collaborates with colleagues on projects, and spends evenings attending industry webinars or gardening.
Technology Usage
- Uses specialized data tools for research
- Active on industry platforms like LinkedIn
- Occasionally adopts innovative apps for sustainability goals
Buying Behavior
Highly analytical, compares product functionalities, focuses on evidence-based benefits, and engages in trial/demo phases before full adoption.
Media Consumption
- Subscribes to agricultural and sustainability forums
- Reads reports by universities or think tanks
- Watches environmental documentaries
Goals & motivations
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Primary Goals
Wants to create solutions that enhance the sector's resilience to climate change while improving sustainability practices.
Personal & Professional Aspirations
Aspiring to lead a cross-disciplinary team working on cutting-edge sustainable agriculture innovations.
What Drives Them?
A strong passion for creating impactful change in environmental practices through scientific research and actionable strategies.
Challenges & pain points
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Problems They Face
- Fragmented collaboration among stakeholders
- Struggles with securing coordinated funding
- Difficulty navigating complex biosecurity risks
Barriers to Adoption
Concern about aligning collaborative platforms with diverse stakeholder needs and the difficulty of integrating new solutions with existing systems.
Common Complaints
Research projects are often duplicated, reducing overall sector efficiency and innovation potential.
Deceision making process
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How They Discover Products/Services
Relies on academic journals, conferences, industry forums, and professional networks.
Who Influences Them?
- Experts in agricultural innovation
- Government and sustainability leaders
- Peers driving sector-based initiatives
Key Concerns Before Purchase
Usability, long-term impact, and alignment with sustainability goals.
Preferred Communication Channels
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Where They Engage Most
- Scientific conferences
- LinkedIn for professional discussions
- Industry webinars on biosecurity and technology trends
Preferred Brands & Influences
Trusts research-backed solutions from organisations like CSIRO or AgriFutures.
Tone & Style of Communication
Data-driven, insightful, and solution-focused communication with practical examples.
Empathy Map
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What They Think & Feel
What They Think & Feel
Emma's inner thoughts and emotions revolve around her desire to create positive environmental impacts and overcome challenges in her field.
- Worries about the increase in biosecurity risks due to climate change.
- Aspired to develop impactful, sustainable farming solutions that benefit multiple stakeholders.
- Feels frustrated about duplicated research efforts hindering progress in sustainability.
- Values collaboration but constantly considers ways to make it more effective and less fragmented.
- Dreams of securing resources and recognition for leading impactful agricultural innovation projects.
What They Say & Do
What They Say & Do
Emma's public persona and actions reflect her mission-driven personality and commitment to fostering collaboration.
- Actively shares insights on sustainability research through LinkedIn and industry platforms.
- Engages in discussions during webinars, sharing actionable ideas and research-backed solutions.
- Collaborates with colleagues enthusiastically but occasionally expresses frustrations over inefficient systems.
- Participates in environmental community projects such as gardening initiatives during her free time.
- Attends conferences and workshops to stay updated, network, and represent her organization’s interests in agricultural research.
What They Hear
What They Hear
Emma is influenced by peers, experts, and broader industry discussions, which guide her perceptions and decisions.
- Peers discussing the importance of unified tools for collaboration in sustainability and agriculture.
- Industry leaders emphasizing the need for innovative solutions to tackle biosecurity and climate resilience challenges.
- Suggestions from colleagues around adopting evidence-based platforms and leveraging technology to streamline research connections.
- Family and friends appreciating her dedication but encouraging her to find tools that simplify her workload.
- Influencers and thought leaders talking at webinars and conferences about the critical need for collaborative partnerships in agriculture.
What They See
What They See
Emma observes trends, challenges, and opportunities within the agricultural research and sustainability sectors.
- Fragmented research landscapes with duplicated studies and wasted resources.
- Innovative startups and organizations attempting to address challenges but lacking cohesion or alignment with stakeholders’ variable needs.
- Widespread emphasis on climate resilience and sustainability as non-negotiable goals for the sector.
- A growing market of automated tools and software, but uncertainty about their effectiveness and integration.
- Reports and case studies highlighting successful cross-disciplinary efforts and the tangible impacts of strategic collaborations.
Customer Pains
Pains
Emma's frustrations and barriers hinder her ability to achieve her professional goals effectively.
- Limited funding coordination among various stakeholders, making projects harder to scale.
- Redundant research efforts leading to inefficiencies and slowing innovation across the sector.
- Difficulties in aligning diverse stakeholders’ perspectives and priorities into a mutually beneficial solution.
- Challenges in managing the complexity of data across interdisciplinary research projects.
- Fear that breakthroughs may be delayed due to siloed efforts in addressing sustainability challenges.
Customer Gains
Gains
Emma's desired outcomes, aspirations, and measures of success in her work and passions.
- Streamlined collaboration tools that align team efforts and accelerate meaningful outcomes.
- Efficient platforms and processes that eliminate duplication and promote targeted investments in research.
- Recognition for driving impactful innovations that improve climate resilience and sustainability in agriculture.
- Building long-term partnerships with government and private organizations, focused on collective results.
- Empowering other researchers and stakeholders with accessible, actionable strategies that drive sector-wide progress.
Customer Journey Map
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Target Customer 2:
Persona
Demographics
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Professional / personal background
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Behavioural traits
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Goals & motivations
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Challenges & pain points
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Deceision making process
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Preferred Communication Channels
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Empathy Map
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What They Think & Feel
What They Say & Do
What They Hear
What They See
Customer Pains
Customer Gains
Customer Journey Map
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Target Customer:
Persona
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Demographics
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Professional / personal background
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Behavioural traits
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Goals & motivations
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Challenges & pain points
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Deceision making process
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Preferred Communication Channels
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Empathy Map
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
What They Think & Feel
What They Say & Do
What They Hear
What They See
Customer Pains
Customer Gains
Customer Journey Map
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Or Would you like to Create Persona 3?
Create Persona Number 3, then you can create the Empathy Map and Customer Journey Map
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