Definition: Buyer Persona

What is a buyer persona?

A buyer persona is a fictitious representation of a company's ideal customer based on real market research and customer knowledge. It describes common characteristics that define the core types of people who are most likely to buy certain products or services.

To develop accurate buyer personas, both qualitative and quantitative data must be collected to understand who the typical buyers are. Characteristics such as demographics, interests, goals, challenges and purchase paths help to define specific customer segments. For B2B companies in particular, personas can include detailed descriptions such as responsibilities, job titles, levels of influence within the organisation and preferred communication channels.

Using well-developed buyer personas ensures that organisations focus their efforts on understanding the needs, preferences and problems of those who are likely to become paying customer. This empathetic approach helps to better align marketing and product development, create personalised marketing content, and optimise the customer experience.