The best companies in the world know their customers inside and out. They know more than just who these people are and what their buying patterns are. They know why we buy.
What makes products, advertisements and experiences resonate in a way that they felt made for you and you alone? Most likely, it was because you fit their persona.
In marketing terms, a persona is a fictional person that embodies the market research and buyer behavior that a company collects. And it is invaluable in truly understanding customers—Harvard Business Reviewstates the persona is “the single tool that does the best job at spreading empathy (for customers) throughout a business.”
