Personas 101: How to Create Different Types of Personas for Your Business

In the context of marketing and user experience design, personas refer to fictional representations of target users or customers. They are created to better understand and empathize with the needs, preferences, and behaviors of specific user groups. Here are a few types of personas commonly used in these fields:

1. Buyer Personas:

Buyer personas represent the ideal customers or target audience of a product or service. They encompass demographic information, such as age, gender, occupation, and location, as well as psychographic details like interests, motivations, and pain points. Buyer personas help businesses tailor their marketing strategies and offerings to effectively engage and meet the needs of specific customer segments.


Personas focus on understanding the characteristics and behaviors of individuals who interact with a particular product, service, or platform. They include information about users’ goals, needs, preferences, and constraints.

3. Customer Personas:

Customer personas provide insights into existing customers of a business or brand. They help companies analyze customer data, identify common characteristics and patterns, and develop strategies to enhance customer satisfaction and loyalty. Customer personas can include information such as purchase history, communication preferences, and customer journey stages.

4. Negative Personas:

Negative personas represent the opposite of the target audience. They encompass individuals who are unlikely to benefit from or engage with a product or service. Negative personas help businesses avoid wasting resources on ineffective marketing efforts and focus on attracting and retaining the right customers.

5. Influencer Personas:

Influencer personas focus on individuals who have a significant impact on the target audience’s decision-making process. These personas help businesses identify key opinion leaders, industry experts, or social media influencers who can advocate for their products or services and shape customer perceptions.

These are just a few examples of the types of personas used in marketing and user experience design. The specific types and characteristics of personas can vary depending on the industry, company, and project goals. The goal of personas is to provide a human-centered perspective that informs decision-making and ensures that products and services meet the needs and expectations of their intended users or customers.