Buyer personas

What are buyer personas?

Definition of buyer personas:

A buyer persona is a profile created to assist marketers with targeting the right audience for their client.

The profile will collect insights from research (primarily data-driven now) and highlight groups of buyers’ attitudes and behaviours that affect specific consumer choices.

The objective of determining buyer personas is to understand what motivates a consumer: understanding what they are trying to accomplish when buying, the precise goals that drive their actions and illustrating patterns of behaviour that can be applied more broadly to similar consumers.

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