What is a Buyer Persona
Buyer personas help businesses understand and empathize with their customers so they can do a better job of acquiring and serving them.
A buyer persona is an insight-based profile that brings a target customer to life. Buyer personas describe who your ideal customers are, what their days are like, the challenges they face and how they make decisions. They should be based on research rather than gut feel so that they are real and arm’s length.
It’s common to have multiple buyer personas for a business. But each individual involved in a buying decision is a separate persona with different criteria for evaluating your product. You’ll need different strategies to address those needs.
How to Create a Buyer Persona?
With that in mind, here are some ideas for buyer persona development:
- Segmentation is effective in supporting persona creation. But it is not required if you have enough data to understand who your target is and the 5 W’s (Who, What, When, Where, Why) around this.
- Insights to inform buyer persona development will give you better more actionable personas. But these do not just need to be based on primary research. Research helps to inform personas.
- Conduct a brainstorming session to transition from segment/group to persona or create the personas with your team. Use a template to help develop your personas and pressure test them in the business
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