Digital & Social Media Communication /Task 2

 Task 2/ COM61804 / Digital & Social Media Communication

-

Low Xin Er / 0374596 / Bachelor of Design in Creative Media

Digital & Social Media Communication / Task2 - Case Study

Lecture: Mr Goh

---

MODULE INFORMATION

---

User Persona PDF

Empathy Map Report PDF

Project Overview

For Task 2 of our Digital and Social Media Communication (DSMC) course, Group 3 transitioned from broad brand evaluation to deep audience analysis for our assigned brand, Pop Meals. Building upon our Task 1 findings, our objective was to determine exactly who the brand communicates with and how to optimize digital outreach.

We developed three distinct user personas representing different segments of Pop Meals' consumer base:

• Persona 1 (Aina): A trend-conscious 21-year-old college student.

• Persona 2 (Hafiz): A budget-conscious 27-year-old junior marketing executive.

• Persona 3 (Siti): A practical, time-poor 32-year-old working mother.

Ultimately, we selected Hafiz Bin Azman as our main persona for the final report. This choice was driven by data integrity; his profile was the most complete, nuanced, and representative of Pop Meals' primary direct-to-consumer tech ecosystem. Following this selection, we constructed a comprehensive Empathy Map for Hafiz to extract actionable, data-driven social media insights.

---

Progress, Challenges & Team Collaboration

The primary challenge we encountered was ensuring the User Personas focused heavily on consumer insights rather than superficial actions. It required significant critical thinking to reverse-engineer the psychological logic behind why a user behaves a certain way—and expressing these abstract motives clearly in the report was far from simple.

To address this, we anchored our behavioral analysis in qualitative social proof. We scraped real-time comments and raw reviews from TikTok, X (Twitter), and Google Reviews to capture exact consumer phrasing, authentic local anxieties (shrinkflation, hidden checkout fees), and functional platform preferences, converting abstract observations into targeted push notification concepts.

Our group structured the workload systematically, transitioning from individual research to a fully collaborative synthesis:

• User Persona Phase (Individual Ownership): Three team members took individual responsibility for building out one persona each, ensuring that Aina, Hafiz, and Siti were all developed with distinct data pools.

• Empathy Map Phase (Collective Synthesis): All four team members came together to collaboratively construct the Empathy Map for Hafiz, pooling our insights to map out his deep pains, gains, and behaviors.

• Leadership & Final Quality Control: As the team leader, I took charge of the final review, quality check, and alignment process, ensuring all components were seamlessly integrated and met academic standards before submission.

  
  

---

Reflection

Completing Task 2 has been a highly valuable academic experience. Personally, I believe this assignment holds immense practical worth, as it has taught me how to conduct thorough, deep-dive market research. By creating highly detailed and realistic target audience personas, we have effectively materialized the strategic direction for the brand's future communication campaigns.

A detailed and meticulous Empathy Map serves as a vital anchor; it acts as a constant reference point that prevents our marketing direction from becoming vague, blurred, or misaligned. Moving into the next phase of our DSMC module, these insights give our group a precise framework to pitch highly impactful media proposals that truly resonate with the target audience.