A customer persona, also known as a user persona, buyer persona, or marketing persona, is a fictional character created to represent a user type that might use a site, brand, or product in a similar way). Personas are based on demographic and behavioral personal information collected from users, qualitative interviews, and participant observation). They are one of the outcomes of market segmentation, where marketers use the results of statistical analysis and qualitative observations to draw profiles, giving them names and personalities to paint a picture of a person that could exist in real life).

Customer personas are useful in considering the goals, desires, and limitations of brand buyers and users in order to help guide decisions about a service, product, or interaction space such as features, interactions, and visual design of a website). They can be used to segment audiences and refine marketing messaging so it is more effectively targeted to the particular needs of a group or individual.

Creating customer personas involves collecting data from interviews or surveys with users and capturing their behavioral patterns, goals, skills, attitudes, and a few fictional personal details to make the persona more relatable). The components of a customer persona include demographics such as age range, gender, income level, location, education, and family status, as well as interests, needs, and pain points of the buyers.

Overall, customer personas are powerful tools that aid in marketing and customer experience planning, as they offer insight into what customers want and how they will engage. They are used to design messaging, customer journeys, service experiences, and product features to meet customer expectations and needs.