Process and organisation
A target persona is the persona, in the marketing sense, that describes the ideal customer: a semi-fictional portrait built on real data and market research.
Beyond demographic variables (age, place, role) it describes goals, obstacles, motivations, values, buying habits and preferred channels, and gives the audience a face and a story. It supports consistent decisions on product, content and communication; when the portrait focuses on the buying process it becomes a buyer persona, and its opposite is the negative persona.
An example
‘Giulia, 38, marketing manager at a fifty-person company: little time, tight budget, has to show results to the owner every quarter.’
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