Personas with a Passport

From Research Data to Experience and Insight

Objective
For NBTC Holland Marketing, the challenge was to transform an extensive and highly theoretical audience research study into something accessible and practical for both internal teams and external partners. Based on the internationally applicable Mentality-model by Motivaction, the research identified five international target groups defined by lifestyle, values, motivations, and consumer needs.

Approach
To bring these insights to life, we developed a series of five passports, each giving a distinct identity to one target audience. Every passport provided an at-a-glance overview of behaviours, media habits, motivations, and travel preferences. The five personas: Mainstream (Peter), Traditional (Mary), Upperclass (Paul), Postmodern (Nora), and Achiever (Michael) — each received their own visual style, tone of voice, and personality, transforming complex research data into an engaging and intuitive communication tool.

Result
The result was a practical toolkit that created strategic focus and helped align branding, concept development, and campaigns more closely with the needs of international visitors. By combining design and storytelling, a dry research document was turned into a format people could immediately understand and use. The passport concept proved to be sustainably effective and is still used today within the organization as a foundation for audience-driven communication and marketing.