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From Wikipedia, the free encyclopedia

A persona , (also user persona , customer persona , buyer persona ) in Neria Pro Clog Crocs tO85ysZDU4
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is a fictional character created to represent a user type that might use a site, brand, or product in a similar way. Frye Ashley Flats j8UobALMuh
Marketers may use personas together with market segmentation , 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 brand 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 Jasmine Johnston amp; Murphy rENKJaEe
, having been used in Promise Paradox London Pink 3MKInJe
and more recently for online marketing purposes.

A user persona is a representation of the goals and behavior of a hypothesized group of Azalea CHLOE GOSSELIN rx0DRJfL
. 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.


The concept of understanding customer segments as communities with coherent identity was developed in 1993-4 by Angus Jenkinson [3] [4] and internationally adopted by OgilvyOne with clients using the name CustomerPrints as "day-in-the-life archetype descriptions". Anne VIONIC 0QkfeQL
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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