Branding
Persona
A research-informed sketch of a type of user or buyer.
In everyday use
A persona describes a founder's goals, constraints and typical decisions.
What to keep in mind
An invented character is an assumption until supported by evidence.
Also searched as: buyer persona, user persona
Further reading
Original explanation and example by Perspectism. Further reading may cover the wider subject, rather than this exact wording. Edition updated 7 October 2026.
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