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What is a persona?

Definition: Persona is a detailed representation of a company’s ideal customer based on behavioral, psychographic, and demographic characteristics. 

The goal of building personas is to help companies better understand and empathize with target customers and inform product development, marketing, and overall business strategy. 

Personas are created based on customer surveys, market research, focus groups, and other qualitative and quantitative methods. Once collected, that data is synthesized into archetypical characters, personas, that portray the pain points, needs, wants, and behaviors of target customers

Persona profiles are comprehensive, and they include a range of information such as age, gender, education, location, income, values, lifestyle, attitudes, interests, preferred communication channels, brand loyalties, purchasing habits, and more.

Depending on the company's target audience and marketing goals, multiple personas can be created to represent different segments of the target audience.

Example of a persona

Here is an example of a persona for a social media marketing tool:

Name: Sarah Johnson

Age: 35

Occupation: Marketing Manager

Income: $85,000

Education: Master's degree in Marketing

Location: San Francisco, CA

Background: Sarah is a marketing professional with over 10 years of experience, always looking for ways to improve her work and stay up-to-date with the latest marketing trends and technologies.

Goals and Motivations: Increase brand awareness and drive sales for the company and save time and streamline processes, so she can focus on high-value tasks and deliver better results.

Pain Points: Struggles with limited budget and resources and outdated marketing technology and processes. She is overwhelmed by the data and information she needs to track and analyze in order to make informed decisions about her marketing campaigns.

Behaviours and Attitudes: Sarah is tech-savvy, data-driven, and open to trying new technologies, but is also cautious about investing in solutions that may not deliver results.

Preferred Communication Channels: Sarah prefers email communication and is active on LinkedIn. She also attends industry events and conferences.

Product Considerations: Sarah is interested in marketing automation tools and data analytics solutions that can help her streamline her work and make informed decisions about her marketing campaigns. She values ease of use, robust functionality, and integrations with other tools she uses.

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Article FAQs

How many personas should a company create?
The number of personas a company creates depends on the size and complexity of its target audience. A company can create multiple personas to represent different segments of its target audience, or it may create just one persona to represent its ideal customer.
What information is included in a persona?
A persona includes a name, demographic information, background story, motivations, goals, pain points, behaviors, preferred communication channels, buying habits, brand loyalties, and more.

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