What's a Customer Persona?

By Stephen Paul Samynathan on September 14, 2022

A customer persona is a fictional character that represents a typical customer. It helps you understand who your customers are and how they behave.

A customer persona is not just a fancy name for "a bunch of demographic data." Instead, it's a way to get inside your customers' heads and see the world from their perspective.

You can think of it as a fictional personification of a group of actual customers. They represent the type of customer you want to attract and serve. In order to create a great product or service, you must first understand your customers. This means understanding who they are, why they buy, and what makes them tick. Once you do that, you can design products and services around these insights.

This article will teach you everything you need to know about creating a customer persona. We'll go over the basics, including how to choose the right audience, how to write down your customer persona, and how to make sure your persona reflects reality.

What is a customer Persona?


Before we dive into the details, let's start with an overview of what a customer persona really is.

The term “customer persona” was coined by marketing consultant David Meerman Scott in his book The New Rules of Marketing & PR (Kendall Hunt Publishing). He defined it as:

"An individualized representation of your ideal customer based on real research and analysis of your target market. It should include demographics, psychographics, lifestyle factors, attitudes, values, behaviours and purchasing patterns."

In other words, a customer persona is a fictional representation of a specific kind of customer. You use this information to help you better understand your customers and develop more effective strategies for reaching them.

Customer Personas vs Demographic Data

Demographic data is one piece of information that can be used to create a customer persona. But there are many others. For example, you might also collect information about your customers' hobbies, interests, age, income level, gender, location, occupation, etc.

Demographic data is useful because it tells us something about our customers. But it doesn't tell us anything about them as individuals. That's where customer personas come in.

Difference between Customer Persona and Demographic Data

Why is Customer Persona important to my business?

Creating a customer persona isn't just for fun. It's actually a very practical tool that can help you improve your business. Here are some reasons why it's so valuable:

1) It helps you identify your ideal customers.

When you have a clear picture of your ideal customer, you're much more likely to reach out to people who share those characteristics. And when you reach out to them, you're more likely to connect with them emotionally.

2) It helps you build trust.

When you know exactly who your customers are, you can focus on building relationships instead of selling to them. By focusing on relationship-building, you're much more successful at getting referrals and repeat business.

3) It helps you avoid common mistakes.

If you don't know who your customers are, it's easy to fall prey to common pitfalls like assuming everyone wants the same thing, thinking that all your customers are alike, and making assumptions about their needs. These assumptions often lead to bad decisions and poor results.

4) It helps you find new opportunities.

If you know who your customers are and what they care about, you can take advantage of trends and opportunities that aren't available to you otherwise.

5) It helps you get feedback from your customers.

You can ask your customers directly if they want certain features or services. Or you can survey them to see what they think about your products and services. Either way, you'll learn a lot about what makes them tick.

Types of Customer Persona

There are three main types of customer personas:

• Target Market Personas – This type of persona describes a group of people who share similar characteristics. They may live in different locations, but they have similar lifestyles, interests, problems, concerns, motivations, etc.

• Ideal Customers – This type of persona represents an individual customer who has a particular set of characteristics.

• Influencers – This type of persona is someone who influences other people. They may not necessarily buy your product or service, but they do influence how other people behave.

How can I create Customer Persona for my business?

To create a customer persona, start by identifying the key demographics that describe your target market. Then use these demographics to develop a profile of each member of this demographic group.

Creating a customer persona isn't easy. But once you've done it, you'll be able to identify trends and opportunities that weren't apparent before. And you'll be able to communicate more effectively with your customers.

The best way to get started is to ask yourself what kind of person would want to purchase your products or services. Once you know that, then you can go about finding out more information about them.

You should try to answer the following questions when trying to figure out who your ideal customer is:

  • What motivates them?
  • How do they feel about themselves?
  • What problems do they face?
  • What do they value?
  • What makes them happy?
  • What frustrates them?
  • What do you offer that no one else offers?
  • Why would they choose you over others?
  • What do your competitors offer that you don't?
  • Who are your biggest fans?
  • What do your fans love most about you?
  • What do people hate about your business?
  • What do other companies do better than you?
  • What are your strengths?
  • What are you known for?
  • What are the things you're not good at?
  • What are some of your weaknesses?

For example, let's say you sell software to small businesses. You could start by asking yourself questions like:

  • Who are the people who run small businesses?
  • Where do they work?
  • What kind of technology does they need?
  • How do they make money?

Once you've identified the answers to these questions, you can begin creating a profile of your ideal customer.

Here are some other examples of profiles you might consider developing:

  • A single mom who works full time as a nurse. She lives in a rural area where she doesn’t have access to many resources. She spends her free time volunteering at local schools. Her goal is to save enough money to pay off her mortgage so she can move into a bigger house.
  • An entrepreneur who runs his own company. He lives in a major city and works long hours. His wife stays home with their two kids while he travels frequently. He uses social media to stay connected with friends and family.
  • A retired couple who recently moved back to their hometown after spending years living overseas. Their children are grown up and gone, so now they spend most of their time traveling and visiting museums.
  • A young professional who just graduated college and is looking for a job. He lives alone in a large apartment complex. He spends his spare time playing video games online. He likes to watch movies on Netflix.
  • A busy executive who works long hours and juggles multiple projects. She wants to find a new fitness routine that will help her lose weight and keep it off. She also wants to improve her relationship with her husband.

The more detailed you can make your customer persona, the better experience you will be able to deliver to your clients


Congrats now you can create your Customer Persona for your business and continue to grow.


We help our clients to develop an excellent and targetted customer persona to ensure our clients website is performing at the highest level to help our clients grow their business.

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Article written by Stephen Paul Samynathan
Co-founder of Specflux Solution, he builds IT products that work. He is also running Ipoh based website design agency with his partner. If not working on client's project, he's a part of a vibrant IT community in Ipoh locally known as Digital Perak.

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