What is a Buyer Persona and what is its importance in marketing?
Posted: Tue Jan 21, 2025 9:20 am
Marketing is the realm of mysterious definitions, deciphered almost exclusively by professionals. This also depends on the fact that many English expressions are used and their meaning is not always immediately clear. Among the various questions that less experienced people often ask themselves, there is also that of what a Buyer persona is , an increasingly important tool in a digitalized world, more fragmented and with more and more information to interpret in order to stand out from the competition.
What is a Buyer Persona?
The use of the term 'personas', understood as the creation of profiles of users who visit a website , is attributed to Alan Cooper , a software designer and programmer who has applied this methodology to his field of work for the creation of user-friendly software . The result of his study was the publication, in 1988, of ' The Inmates Are Running the Asylum ', a book that explained what a Buyer persona is, a concept that quickly spread to several sectors, especially digital marketing.
Buyer personas are fictional representations of a company's czech republic whatsapp data typical customers , created from data collected through surveys or interviews, taking into account not only their sociodemographic, psychographic and behavioral characteristics, but also personal information, quotes and ways of saying that may be useful in the creation of products/services.
The interviews are aimed at 'understanding the individual', they seek to go beyond numbers and statistics related to purchases and preferences. All the information collected and analysed allows experts to create archetypes from which brands can align their marketing and positioning strategy . A Buyer persona is therefore essentially the representative of a type of customer identified by a specific interest in the company or its products, or a problem that these products or services can solve.
They are archetypes or patterns that result from the information provided by consumers and users . Using a Buyer Persona means starting with the study of real customers to guide business and marketing strategies capable of leading to the involvement, conversion and loyalty of new buyers.
How to create a Buyer Persona?
Thus, the creation of these archetypes allows us to understand who the clients or users of a website are , but also how they think, what they are looking for and what are the objectives and reasons that guide their behavior, as well as the methods and times of purchase.
To understand how to create a Buyer Persona and build the identity kit of that ideal client or user, it is necessary to take into account different types of information regarding consumers and proceed to collect data through survey tools that allow you to 'listen' to people. In a subsequent phase, the data must be processed in order to identify and build the different Buyer personas in a precise and detailed manner.
There are several tools that allow you to gather the information needed to create a Buyer Persona . Social networks, and therefore tools such as Facebook Audience Insights but also Google Analytics, can be very useful for collecting large amounts of demographic data, as well as locating the times when each group of users is most active on the target website, as well as their geographic origin and related interests.
What is a Buyer Persona?
The use of the term 'personas', understood as the creation of profiles of users who visit a website , is attributed to Alan Cooper , a software designer and programmer who has applied this methodology to his field of work for the creation of user-friendly software . The result of his study was the publication, in 1988, of ' The Inmates Are Running the Asylum ', a book that explained what a Buyer persona is, a concept that quickly spread to several sectors, especially digital marketing.
Buyer personas are fictional representations of a company's czech republic whatsapp data typical customers , created from data collected through surveys or interviews, taking into account not only their sociodemographic, psychographic and behavioral characteristics, but also personal information, quotes and ways of saying that may be useful in the creation of products/services.
The interviews are aimed at 'understanding the individual', they seek to go beyond numbers and statistics related to purchases and preferences. All the information collected and analysed allows experts to create archetypes from which brands can align their marketing and positioning strategy . A Buyer persona is therefore essentially the representative of a type of customer identified by a specific interest in the company or its products, or a problem that these products or services can solve.
They are archetypes or patterns that result from the information provided by consumers and users . Using a Buyer Persona means starting with the study of real customers to guide business and marketing strategies capable of leading to the involvement, conversion and loyalty of new buyers.
How to create a Buyer Persona?
Thus, the creation of these archetypes allows us to understand who the clients or users of a website are , but also how they think, what they are looking for and what are the objectives and reasons that guide their behavior, as well as the methods and times of purchase.
To understand how to create a Buyer Persona and build the identity kit of that ideal client or user, it is necessary to take into account different types of information regarding consumers and proceed to collect data through survey tools that allow you to 'listen' to people. In a subsequent phase, the data must be processed in order to identify and build the different Buyer personas in a precise and detailed manner.
There are several tools that allow you to gather the information needed to create a Buyer Persona . Social networks, and therefore tools such as Facebook Audience Insights but also Google Analytics, can be very useful for collecting large amounts of demographic data, as well as locating the times when each group of users is most active on the target website, as well as their geographic origin and related interests.