A Persona represents a group of your customers that share the same mindset. They walk through life sharing beliefs, attitudes and behavior. Personas help you to empathise with your customers on a human level.
The Persona helps you to understand the why behind the what. It helps you to define the most important types of customers in terms of what drives them and why.
The key difference between a Customer Segment and a Persona is that segmentation happens based on quantitative data, while a good Persona definition is based on qualitative data.
A persona is a powerful way to help you make sense of why the patterns you have identified exist in the first place.
A persona is not:
- A face put on top of a segmented part of your data
While data segmentation is one way to make sense of what people are doing, it doesn't tell you why. People who buy your product or service can do so for a wide range of reasons. It's a common mistake to generalize all recurring buyers into 1 persona.
- A personification of yourself, that you call your customer
Attributing your own characteristics to a persona is a common thing people do, when you are creating a persona. A better way is to interview a wide-ranging selection of your customers one-on-one and group the common traits and beliefs into one persona each.
- A fictional character you believe exists
The best personas are created through structured research, not from random guesswork.
Learn more about managing your Personas in TheyDo