2. PERSONAS
MOCAP Multi-Brand Persona Analysis
Source: Client persona workshop findings + cross-referenced analysis
Purpose: Document audience needs and strategic implications for consolidation decision
Overview
This analysis identifies distinct yet overlapping audience needs across MOCAP’s four brands (MOCAP, Cleartec, Beckett, X-Treme Tape). While core pain points are shared, buying triggers and success metrics differ by use case.
Central Finding
Audiences are not drastically different, but each brand succeeds when messaging emphasizes the specific context of use.
MOCAP (Flagship Brand)
Audience: Procurement managers, engineers, business owners
Industries: Automotive, HVAC-R, paint/coating, appliance, electronics, medical
Use Case: Process-ready masking and protective components for manufacturing
Core Needs
- Extreme temperature/chemical resistance (300-600°F capabilities)
- Fast fulfillment to minimize production line downtime
- Accurate specs to avoid costly returns
- Large selection with sophisticated filtering and comparison tools
Key Pain Points
- Pricing complexity and VAT/tax transparency issues
- Inefficient sample ordering (15 requests/day, especially for multiple samples)
- Poor search functionality (need keyword + part number + competitor part number lookup)
- First-time B2B buyers always request samples before purchasing
Critical Requirements
- Instant quote generator with real-time calculations
- ISO certifications prominent for automotive/medical (20% of audience), secondary for others (80%)
- Sharable product URLs for team collaboration
- Regional sustainability messaging (EU/US/China expectations differ)
Cleartec Packaging
Audience: Marketing departments, packaging designers
Use Case: B2C retail display packaging - clear tubes/containers for shelf presentation
Core Needs
- Premium transparent packaging that adds product value
- Visual merchandising focus: “Sell and ship in the same clear package”
- High-quality product imagery and photography
- Custom printing capabilities (full-colour printing new product line incoming)
Key Pain Points
- No visual configurator or mockup tool
- Limited downloadable CAD/print-ready assets for third-party printer collaboration
- Customers “don’t always know what they need” - need guided discovery
- Insufficient marketing of printing scale and capabilities
Critical Requirements
- Mockup/print asset tool (Phase 2 priority)
- Packaging configurator for dimensions, closures, materials
- Downloadable CAD drawings
- Sustainability credentials (eco-friendly materials, recycling)
Beckett Packaging
Audience: Marketing departments, packaging designers
Use Case: Industrial B2B protective packaging - telescopic tubes, boxes, cases for tool storage/shipping
Core Needs
- Protection and durability over aesthetics (key differentiator from Cleartec)
- Versatile for packaging + protection + shipping + sale (multi-purpose positioning)
- Many form factors: telescoping systems, box styles, cases
Key Pain Points
- Only brand with US e-commerce; other regions lack online purchasing and pricing visibility
- Missing visual examples of full-colour printing capabilities
- Unclear positioning relative to Cleartec
Critical Requirements
- E-commerce expansion beyond US
- Pricing visibility across all regions
- Visual storytelling for telescoping systems and protective features
- “Organize and protect specialized parts” messaging
X-Treme Tape
Audience: Industrial + retail consumers, MRO technicians, field service professionals, “preppers”
Use Case: Self-fusing silicone tape for repair, sealing, insulation, extreme temps
Core Needs
- “Works now, anywhere” - instant, permanent-quality fixes
- Urgent fulfillment for repair scenarios
- Multiple widths, colours, lengths
- Clear usage instructions and visual examples
Key Pain Points
- Confusion between B2B (bulk/industrial) and B2C (retail/consumer) pricing
- Lack of educational content around use cases and limitations
- Unclear where to buy (retail vs. distributor vs. direct)
Critical Requirements
- Educational content hub with use case library and video demonstrations
- B2B vs. B2C pricing clarity
- Product finder tool based on application
- Stock visibility across channels
Note: X-Treme Tape is planned to merge with MOCAP site.
MOCAP Internal (Sales & Customer Service)
Core Needs
- Single source of truth for product, pricing, and stock data
- Quick access to accurate quotes, invoices, shipping notes, certifications
- Tools to guide external users through sharable links and powerful search
- Comprehensive FAQs to reduce repetitive calls
Key Pain Points
- Fragmented internal tools and manual quoting process
- Inconsistent data across regional sites
- No unified dashboard
Critical Requirements
- Internal dashboard/portal with single interface
- Quick Order Form for repeat purchases
- Automated quote generation
- FAQs hub and guided self-service tools
Shared Core Pain Points (Evidence for Website Consolidation)
1. Protection & Reliability
All audiences need confidence that products will prevent damage/contamination, but success metrics vary:
- MOCAP: Temperature/chemical resistance, manufacturing line efficiency
- Cleartec: Visual integrity, retail display durability
- Beckett: Storage/shipping protection, tool safeguarding
- X-Treme: Seal integrity, extreme conditions performance
2. Configurability & Fit
Dimensions, materials, formats must match specific scenarios across all brands
3. Speed & Availability
Fast fulfillment is non-negotiable:
- MOCAP: Minimize production downtime
- Cleartec: Align with product launch timelines
- Beckett: Avoid knock-on delays
- X-Treme: Urgent repair scenarios
4. Transparency & Confidence
All audiences need clear pricing (VAT, shipping, tax), stock levels, comprehensive specs, and certifications
5. Powerful Search & Navigation
Common need for keyword search, part number lookup, filtering, comparison, and guided discovery