As we have already said, it is a semi-fictional character, based on real data, that represents a brand's ideal customer. It is also known as an avatar .
The objective is to create a profile that synthesizes the main characteristics of the clients so that the brand can create strategies that impact its audience and are capable of satisfying their demands .
To create the buyer persona, it is necessary to investigate:
who are your customers;
what is your job;
what they do during the day;
how they are informed;
what are your greatest needs.
Buyer personas are therefore based on data, not the marketing team's assumptions.
The concept of Buyer Personas was created by Alan Cooper , a software designer and programmer, when he developed a project management system in 1983.
Kathy was a project manager and was interviewed by Cooper, who wanted to understand her job better. According to the programmer, she was a kind of primitive buyer persona.
Throughout the project, Cooper engaged in internal dialogues, as if he were Kathy explaining what she needed from the software in her daily life.
In this way, he began to understand the importance russia mobile database of the buyer persona: with it in mind, from the perspective of their doubts and real needs , it was easier to understand and solve complex design and interaction problems .
Later, buyer personas were formalized by him and became a method of his design processes. Finally, in 1998, he released the book in which he explains the concept of buyer persona. On his website , he tells the whole story.
Over the years, the buyer persona has extrapolated from the universe of interaction design to marketing.
With Inbound Marketing and Content Marketing , the concept became even more popular. Today, the buyer persona is one of the main planning tools for brands that focus their strategies on the consumer .
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