A large tech company wanted to reach out to developers in multiple markets and working on different platforms. They wanted to create a world-wide presence but also speak specifically to different developers’ needs.
Our team conducted online ethnographic research on multiple developer forums. We determined that the most useful personas were based on the developers’ place in their career (student, beginner, expert) rather than by platform.
We also identified secondary interests like LEGO or XBox that were shared among audiences, as well as career growth challenges at every stage.
We presented our personas, key topics, and career growth challenges to the marketing team to create the appropriate messaging and content, and made recommendations on how to address them. The marketing team was able to increase organic fan growth by 400%, and create a welcoming environment for developers working on all platforms.