Process and organisation
In marketing and design a persona is a semi-fictional character, built on real data and research, that represents a group of customers or users with similar needs, goals and behaviour.
It is given a name, a face and a story so that whoever designs products, services and communication thinks of someone rather than of a statistical average. The method was born with the American software designer Alan Cooper, who described it in 1999 in The Inmates Are Running the Asylum. It differs from the target, which stops at socio-demographic variables, because it explores psychographic ones: motivations, fears, habits, ways of deciding. It is the family from which the variants descend: the target persona (the ideal customer), the buyer persona (whoever buys), the customer persona (an existing customer, often in the shop), the eCommerce persona (who buys only online), the brand persona (the personality of the brand itself) and the negative persona (who the company does not want to attract).
An example
A company selling software to professional practices works on three personas: the owner who decides, the assistant who uses it every day, the IT consultant who installs it.
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