Glossary of Marketing Studies and Research
A persona is a representation of a fictive character,
voluntarily stereotyped, that enables marketers to define existing or potential interactions
between a consumer and its environment (company, product, service,brand, action, relations,
emotions).
Building a persona is a good mean to bring insight on behavior, expectations and needs of
customers and consumers. This method is commonly used to adapt a project to different types of
users.