Persona

A persona is a fictitious individual created to represent the brand’s bull’s eye target, the brand’s key target segment. It is a representation of all of the quantitative and qualitative information we have about the segment, supplemented with the experience and creativity of the participants.

Since the persona is intended to suggest a living, breathing representation of a target consumer, an extensive profile is often created that includes the persona's name, physical description, habits, personal relationships, personality characteristics, profession, where they live, what they drive, and products consumed, as well as their habits, social pursuits, philosophies, beliefs, hopes, dreams and aspirations.

A persona is a powerful tool to help marketers get inside the head of the target consumer and envision the brand from their perspective.

pain point
target audience

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