Identity, Context, Preference and Persona
By identity on Dec 15, 2008
- Identity: "condition or character as to who a person or what a thing is."
- Context: "the set of circumstances or facts that surround a particular event, situation, etc."
- Preference: "that which is preferred; choice."
- Identity is who I am
- Context is what I am doing at a particular time
- Preference is what I choose to think or do
- Persona: "the mask or façade presented to satisfy the demands of the situation or the environment and not representing the inner personality of the individual; the public personality."
Graphically, we may diagram the relationship as shown below:
Persona is not just a partial projection of one's identity. It must take into account the context in which a person exists at the moment, and the preferences the person makes relative to that particular situation. Personalization of a product or service must be synchonized with the persona of a person at any relevant point in time - his or her current persona.
- My interest in photography is one of several attributes of my personal Identity.
- Last Saturday, my presence in a camera store less than two weeks before Christmas was my context at a particular time.
- My preference at that time was to find a replacement camera bag.
At that point, to present me with information about dairy farms in Idaho would clearly not be synchronized with my current persona, even though Idaho cows are a legitimate interest of mine.
As good fortune would have it, a very helpful sales person was very synchronized with my persona. He showed me a great camera bag that would fit my needs, and knowing that Santa was coming soon, let me drool over a really cool, image-stabilized Nikon zoom lens.
Please let me know what you think about this concept. I plan to share more thoughts in coming days.
Technorati Tags: Digital Identity, Identity, Context, Preference, Persona, Personalization