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What is a buyer persona?

Management Dictionary
Marketing, Sales and Communication

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A Buyer Persona is a fictional and detailed representation of the target buyers of a product or service. It is defined and managed by the marketing teams and is used by the marketing, sales, and customer service teams to better understand their target audiences.

Creating a Buyer Persona relies on collecting extensive data from market research, customer file analysis, online surveys, and interviews, typically conducted with customers.

It is primarily composed of socio-demographic, behavioral, and psychographic criteria applicable to each individual.

Finally, there is no single Buyer Persona model, but rather various templates available, for example, online.

Links & resources

Keywords

Buyer Persona, contact person, Customer, Persona, profile, Prospect, Purchase decision, Segmentation, Target buyers

Author(s)

GIFFARD Pierre-Olivier

Professor - Director of the Marketing, Entrepreneurship and Business Development Department at ESCE

INSEEC-U

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