Personas, also referred to as user personas, customer personas or buyer personas are made up personalities used to illustrate individuals who could potentially use a website, product, service or brand in ways that are similar. Organizations often utilize personas in conjunction with market segmentation in which qualitative personas are created to represent specific segments. A persona is a term often used with online and technology applications.
Personas represent the goals and actions of a hypothesized set of users. Generally, personas are created from information collected from user interaction and feedback. Personas include behavior patterns, goals, abilities, beliefs and environment. For every product, more than one persona is made. Personas are also used as part of a user-center design process for designing software.
- Allow you to better understand the needs and wants of your clientele.
- Develop an understanding of where customers spend their time online, where they get their information, and which social networks they use.
- Target your marketing to the right people in the right places.
- Learn which leads are most beneficial to your organization.
- Create new products and features that meet the needs of customers most.
Marketers who wish to take into account the goals, desires and limitations of purchasers and users to steer thoughts about a service, product or interaction should consider implementing personas.