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 empathize with your customers on a human level.

Personas helps you to relate to the why behind the what. It enables 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:

  1. 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 one persona.

  2. A personification of yourself that you call your customer.
    Attributing your own characteristics to a persona is a common thing people do when 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.

  3. A fictional character you believe exists.
    The best personas are created through structured research, not from random guesswork.

When based on user research, personas support customer-centric design throughout a project’s lifecycle by making characteristics of key user segments more salient.

Looking for a quick way to get started with Personas? See this article.

Are you following our 6-step guide to set up TheyDo for success?

You are now at step 1, so continue with step 2. If not, start here.

Gain deep customer insight
1. Create Personas for each customer type

2. Map your first few Journeys in TheyDo


Standardise a Journey Framework

3. Start building the Journey Framework

4. Organise your Journeys from step 2 into the big picture

Standardise a Journey Framework

5. Capture Opportunities across journeys

6. Track improvement from idea to solution

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