Revenue and sales
A buyer persona is the character built at the desk to stand for whoever will use the product, kept as close as possible to the real customer's feelings, habits and behaviour.
Enrico Giubertoni sets it against the target (the group of customers a company wants to sell to, described in broad categories): the target stops at socio-demographic variables, age, sex, role and location, while the persona digs into psychographic ones, identity and interests, buying habits, the places people spend time in and the way they decide to buy. It is one of the variants of the persona, the method born with the designer Alan Cooper in 1999; the purchase-oriented variant was developed above all by Adele Revella, founder of the Buyer Persona Institute, in the book Buyer Personas (2015).
An example
Two customers share an age, a role and a city. One walks into the shop after reading reviews, the other orders from a phone at eleven at night. To the target they are the same row; to the buyer persona they are two different people, and the site has to be designed so both reach the end.
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