Customer persona

A customer persona is a fictional, concretely drawn portrait of a typical customer: name, age, goals, frustrations and media behaviour. It is meant to make abstract audience data tangible for makers and decision-makers. That is also its risk: personas are invented people, not data, and they tempt teams into designing for a fantasy figure narrower than the real buying public. In categories where customer bases are broad and heterogeneous, which is empirically the norm, an overly specific persona can actively mislead. Useful practice treats personas as a communication device for insights substantiated elsewhere, never as a substitute for that evidence.

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