| Main question | Who is the target audience? |
| Subquestions |
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| Method used | Interviews, Interview report, Personas, Empathy Map |
| Date | 26-02-2023 |
| Link to document | Interview report: Workflow & generative AI use in creative departments |
To find a suitable target audience for the project I conducted together with the team interviews across five different departments within creative. The main aim of these interviews was to gather information about the workflow of the employees, specifically what problems they experienced and what their general knowledge was for generative AI. In total eight interviews were conducted where I completed four of them.
The first part was to gather general knowledge about these employees like their background, interests, and more. In general the employees were around the ages between 20 - 30 years old and had a background in CMD or other creative studies. The second part of the interviews is to find out what each department specializes in and what their tasks were. I visualized these findings in Research 3: GroupM workflow in Eindhoven. Within this round of questions the main pain point was writing copy for the design & motion departmentor. Later it was also mentioned that this task could easily be taken over by generative AI.
The third part of the interviews was to find out what their general knowledge and opinion of generative AI was. The general opinion of generative AI within GroupM creative departments is positive. They think generative AI is a tool that would make work more efficient and easier. They wouldn't mind these tasks taken over by AI. There was however a clear group that had already experimented with generative AI and a group that didn’t use it. They experience different frustrations.
Tried generative AI:
Based on these findings I created two personas. The main difference being that one persona didn’t try generative AI and the other that did use generative AI.
Figure 1: Persona 1
Figure 2: Persona 2
After creating the persona I also created an empathy map to get a deeper understanding of what their pains and gains are of using generative AI.
Figure 3: Empathy Map
| Pains | Gains |
| Difficult to get the desired output | Want to efficiently write copy |
| Always have to check the output generated by generative AI | Want to use generative AI in more aspect of my work |
| I don't know where I could use generative AI in my own workflow | I want generative AI to speed up and automate certain tasks |
| There are too many generative AI tools to choose from | Getting quick inspiration when stuck on a task |
| Colleagues were successful in using generative AII I also want that |
To conclude, the target audience will be employees of GroupM in the creative departments (design & motion) between the age group of 20 - 30 years, having a background in creative studies that lack the knowledge to effectively use generative AI in their workflow.
