Persona

Category: Research

A research-based archetype representing a segment of your audience.

Personas are fictional but data-informed. Build them from qualitative interviews (5 to 8 per segment) plus quantitative demographic and behavioral data. A useful persona names jobs-to-be-done, buying triggers, objections, information sources, and one-sentence quotes in the person's actual voice. Avoid demographic-only personas. They don't drive decisions.

Related terms

• Segmentation

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.