What does consumer persona mean? Also known as buyer persona, 'semi-functional archetype that represents key traits of a large segment of your audience, based on data you've collected from user research and web analytics.

Why it's important to identify your buyer persona?

  1. Develop a deeper understanding of your customer needs and how to solve them

  2. Guide product development by creating features that help them achieve their desired outcomes

  3. Prioritize which projects, campaigns, and initiatives to invest time and resources in

  4. Create alignment across the organization and unify team members around a customer-centric vision


Collecting data can be overwhelming for non-analysts or SME's, focus on one segment of your business at a time and map out what your objectives are for these segments.

Build your consumer persona from qualitative (interviews, focus groups, ethnographic research) and quantitative (market segmentation tools, multiple choice surveys, web analytics and other internet data) feedback.

Constructing you ideal persona:

  1. Envision your ideal customer

  2. Consider the specific objectives and responsibilities while performing his/her role

  3. Characterize his/her role in relation to your business buying cycle

  4. Complete his/her personal communication preferences

  5. Map your insights to your strategic goals