Personas (draft for input 12 December 2018) This ‘Personas’ exercise is being undertaken to inform the development of the SAICM Knowledge Management Platform. The table below identifies main target groups and describes them as individuals. It helps creating reliable and approachable representations of the key stakeholders. Personas are described based on qualitative research and experience to: Represent major target groups Express major needs and expectations Suggest how they're likely to interact Describe real people with backgrounds, goals, and values It is not intended to represent all the audiences or to address all needs. It focuses on major needs of the most important user groups. This exercise cannot be too precise to avoid restricting profiles, neither too broad to avoid losing focus. Feedback we're looking for: Is there any persona/target group missing? Is there any inconsistency in any persona? What can you add in each cell to better profile the target group? Blue = Government Green = Civil society Yellow = Industry
Transcript
Personas (draft for input 12 December 2018)
This ‘Personas’ exercise is being undertaken to inform the development of the SAICM Knowledge Management Platform.
The table below identifies main target groups and describes them as individuals. It helps creating reliable and approachable representations of the key stakeholders. Personas are described based on qualitative research and experience to:
Represent major target groups Express major needs and expectations Suggest how they're likely to interact Describe real people with backgrounds, goals, and values
It is not intended to represent all the audiences or to address all needs. It focuses on major needs of the most important user groups.This exercise cannot be too precise to avoid restricting profiles, neither too broad to avoid losing focus.
Feedback we're looking for: Is there any persona/target group missing? Is there any inconsistency in any persona? What can you add in each cell to better profile the target group?
Blue = Government Green = Civil society Yellow = Industry
(Photo)Who (Name, nationality, age, location, languages spoken, education level, etc.)
Role/profession(Professional title, place of work, responsibilities, etc.)
Motivations/goals: Common needs/tasks(Which type of activities does she/he carries out on a regular basis? Professional, personal) What is your person motivated by? What are they looking for?What is your person looking to do?
Behaviour/Attitudes (Behavior: Online and offline behavior patterns, helping to identify users' goals Attitudes: Relevant attitudes that predict how users will behave)
Why is her/him part of the project target group?(Why are we interested in engaging this person with the project?)
What are his needs? Policy/ regulator
Samuel Adebayo - Nigerian- 40 years old - Speaks Yoruba, Igbo and English- Policy maker / regulator
Representative of the Economic Community of West African States (ECOWAS)
Needs to be informed about status and progress of different West African States’ on management of chemicals and waste
Needs to identify countries that carry out good practices in the region
Wants to learn how to evaluate best policies at national and regional level
Needs to find other emerging policy issues (EPI) experts on the region to establish new partnerships
Prefers calling than sending an email.
Reads briefings prepared for him and follows online news groups from the region
Uses Facebook and Twitter
Consults toolkits, training materials and reports
Regulators should be encouraged to discuss, create, implement, and reinforce policies, laws and regulations. They should have access to updated/accurate information on different countries and regions.
National policymaker
Kemala Taufik- Indonesian- 47 years old - Speaks Javanese, English and Chinese- MsC in Public Policy
Assistant to the Ministry of Health of Indonesia
Needs to create legislation to restrict the use of hazardous chemicals
Needs to find examples of policies in neighboring countries
Needs to identify national experts and civil society to consult on the policy making process
Uses Facebook, Twitter and SMS frequently
Frequently organizes face-to-face meetings
Policymakers should get access to localized resources that will be useful for developing their own policies
Non-Governmental Organisations
Elsa Andersson- Swedish - 35 years old - Speaks English, Swedish and German- PhD in Chemicals Management
Science advisor for the NGO IPEN (International POPs - persistent organic pollutants - Elimination Network)
Wants to mobilize public worldwide to minimize or eliminate hazardous toxic chemicals
Wants to influence policy-making
Wants to disseminate its knowledge resources and showcase the NGO work
Needs to find latest scientific information data worldwide, current projects, and implementation case studies to share with her colleagues
Needs to identify other NGOs in the same subject to collaborate
Needs to implement activities of the Lead in Paint component of GEF project
Subscribes to specialized academic journals to be informed about current research
Uses Linked In, Facebook, Twitter
Replies every email in detail
Non-Governmental Organisations should be supported by facilitating access States’ on management of chemicals and waste rs, and strengthening the dissemination of their activities
International organization (IGO)
Jeanine Dufour- Swiss- 50 years old
Project Officer of the World Health Organization
Wants to follow up on GEF project progress and get broad insights about the stakeholder groups’ activities (industry, civil society and government)
Needs to identify best practices for up-scaling activities in different countries and different projects of her own
Needs to support countries to develop policies, investment
Does not check social media neither TV
Listens to radio and podcasts and reads books while commuting
Subscribes to thematic online newsletters
Other international organizations should be supported to collaborate on project implementation processes as well as content. They need to be informed of the progress of activities and results.
- Speaks French, English and Italian- MsC in Social Studies and Development
frameworks and provide technical support
Needs to frequently write reports on projects progress to WHO and funders
Needs to identify and test useful tools and methods for project execution and other current sound management of chemicals and approaches for using in her own projects
Academia and research institutions
Ran Xie- Chinese- 40 years old - Speaks Chinese and English- Post-Doc in Policy Studies and Science
Professor at the Beijing University of Technology, conducting research on management of chemicals in developing countries
Wants to network/discuss with other experts on specific emerging policy issues
Wants to share and discuss about her current research, findings, and identified gaps
Needs to learn about case studies, country projects, articles, and other current activities to add to her research
Needs to find innovative ways to link academia with policy-making
Reads and writes academic papers
Uses WeiBo, Linked In and other social media
Academia is a key knowledge stakeholder that interacts with all the others and can propose innovative approaches to challenges. They should be supported by liaising with governments and civil society, providing reliable and current scientific data, and sharing latest academic findings.
Industry (SMEs) Owns/manages a small enterprise of paint
Needs to change his company's paint formula for one with less lead
Wants to know about current and
Always reachable on his cellphone to solve issues with his company
Small and Medium Enterprises are the core focus of the project and should be supported to
Juan Martínez- Colombian- 31 years old- Fluent in Spanish, basic knowledge of English- Attended technical schools and specialized courses specific to paint industry
forthcoming regulations that can have an impact in his products
Wants to join networks and associations to make his voice heard in relation to regulation, industry challenges and alternatives
Wants to learn about current trends and best practices in his business area
Needs to meet local/regional professionals that can help him better manage chemicals
Coordinates several employees in a non-structured/ ad-hoc way
Searches on google how to solve issues and asks questions in online forums, communities of practice, Facebook groups
improve their management of hazardous chemicals, while understanding their businesses and concerns. They need to be offered practical knowledge and guidance, as well as supported to establish networks.
Associations
Marco Huertas- Mexican- 45 years old- Fluent in Spanish and English - BsC in Economy
Manager at Latin American Toy Association
Needs to identify trends, risks and scenarios to anticipate impact in its sector
Needs to advocate for the concerns of the members of the association
Needs to identify funding opportunities for project development
Needs to get information on legislation and research on chemical-related topics
Administers several WhatsApp groups
Frequently organises meetings between people from different backgrounds
Comments and asks for assistance on online forums, discussion groups, communities of practice
Associations can liaise the industry sector with the other stakeholders, disseminate knowledge and highlight concerns that are common to the sector
and MsC in International Development
Wants to establish partnerships with international organizations (UN Environment, WHO, Unicef)
Wants to liaise between large projects (such as GEF project) and members of the association (e.g. SMEs)
Consumer organizations
Dimitris Galanis- Greek- 63 years old- Speaks Greek, English and French- Retired journalist
Coordinates a European Consumer organisation
Needs to learn and inform on product labels, purchasing decisions and regulations on day-to-day products.
Wants to guide consumers to remove toxins form day to day consumption
Needs to tell us how to keep ourselves and our families as free as possible from toxic chemicals (when we purchase laundry detergents, household cleaners, cosmetics, personal care products, food, clothing, toys, etc.)
Uses Facebook and check daily news online
Watches television daily
Consumer organizations should be empowered to press governments to act, monitor companies, and share information with consumers and general public.
Interested public Works as a chef in a restaurant
Concerned about potentially toxic chemicals in products in her house
Looking for information that will help making educated choices on product purchases (i.e., detergents,
Gets information via Facebook and whatsapp groups.
Watches TV every day (morning shows, news)
Interested public should be informed about potential hazards of certain chemicals, stats and data on chemicals.
Jane West- Canadian- 28 years old- Has a 3-years old son and a 1-year old daughter- High-school level of education
toys, clothing, healthcare products)
Wants to find alternative options for consumer products
