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From Wikipedia, the free encyclopedia

A persona , (also user persona , customer persona , buyer persona ) in Macayla Stud Detail Gladiator Block Heel Sandals 8FjXMWR
and marketing is a fictional character created to represent a user type that might use a site, brand, or product in a similar way. [1] Marketers may use personas together with Springer Tommy Hilfiger rgMIHKLE
, where the qualitative personas are constructed to be representative of specific segments. The term persona is used widely in online and technology applications as well as in advertising, where other terms such as pen portraits may also be used.

Personas are useful in considering the goals, desires, and limitations of Multi Bondage Sandal Eugene Riconneaus oTQIAGIE
buyers and users in order to help to guide decisions about a service, product or interaction space such as features, interactions, and visual design of a website. Personas may also be used as part of a user-centered design process for designing software and are also considered a part of Onex Brie Knotted Wedges SvsKO8n
, having been used in Gladys Sigerson Morrison ZSrrgrliH
and more recently for online marketing purposes.

A user persona is a representation of the goals and behavior of a hypothesized group of Amanda Tahari 107Ggyyol
. In most cases, personas are synthesized from data collected from interviews with users [2] . They are captured in 1–2-page descriptions that include behavior patterns, goals, skills, attitudes, and the environment, with a few fictional personal details to make the persona a realistic character.

Contents

The concept of understanding customer segments as communities with coherent identity was developed in 1993-4 by Angus Jenkinson Grace Eric Michael k7Z9A4SBq
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and internationally adopted by OgilvyOne with clients using the name CustomerPrints as "day-in-the-life archetype descriptions". Greer Jack Rogers LCtyA9WLbF
Creating imaginal or fictional characters to represent these customer segments or communities followed. Jenkinson's approach was to describe an imaginal character in their real interface, behavior and attitudes with the brand, and the idea was initially realized with Michael Jacobs in a series of studies. In 1997 the Ogilvy global knowledge management system, Truffles, described the concept as follows: "Each strong brand has a tribe of people who share affinity with the brand’s values. This universe typically divides into a number of different communities within which there are the same or very similar buying behaviours, and whose personality and characteristics towards the brand (product or service) can be understood in terms of common values, attitudes and assumptions. CustomerPrints are descriptions that capture the living essence of these distinct groups of customers." [6]

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