Personas, also called user personas, customer personas and buyer personas are made up personalities used to show individuals who may potentially use a website, product, service or brand in similar ways. Enterprises often use personas along with market segmentation in which qualitative personas are created to represent specific segments. A persona is a term typically used with online and technology applications.
Personas are based on real customers. They work to help discover who may use your company’s website, service or product, and ultimately utilized to make necessary design and functionality decisions during the UX process.
Personas give companies the ability to better focus its marketing to the right buyers in the right places, therefore giving enterprises the ability to generate quality leads. Personas create consistent and specific understandings of each target group of customers within an organization.
Organizations that incorporate personas as representations of users based off user research goals, needs and interests will help their business better understand the needs and wants of its clientele.