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Marketing vocabulary · Segmentation & Targeting

Buyer persona

Meaning in marketing, with examples

/ˈbaɪər pərˌsoʊnə/nounCore term

In marketing, buyer persona means: A realistic but imaginary profile of a typical customer, based on research, with details such as age, job, goals, habits and problems.

In Turkish: alıcı personası, müşteri personası, persona

How it is used

Used by marketing, content and product teams to make the audience feel real. Personas often get names, such as “Office Manager Olivia”. The plural is personas. When reviewing content, people ask “Which persona is this for?”

Example sentences

  1. We built three buyer personas, and “Ayşe the office manager” is the one who actually signs the contract.

  2. This blog post doesn't match any of our buyer personas.

Common collocations

  • create a buyer persona
  • develop buyer personas
  • primary persona
  • persona research
  • target audienceThe specific group of people that an advertisement, message or campaign is designed to reach and influence.
  • demographicsFacts about a group of people, such as age, gender, income, education, family status and location, used to describe customers or audiences.
  • psychographicsInformation about people's attitudes, values, interests, lifestyles and personality, used to understand why they buy and not just who they are.
  • pain pointA specific problem or frustration that customers have, which a product or service can solve or at least reduce.

This word in other fields

The same English word can have a different meaning in another field:

More terms: Segmentation & Targeting

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