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A semi-fictional representation of a customer segment in the B2C market. (If you B2B, there is an alternative called the organisata) based on real data and some educated conjecture about demographics, consumer behavior, perceived pains and expected gains. Personas help to understand and visualize your target customers by describing the personality, interests, pains, goals and behavior of a typical customer.

Cover of Frederick, O'Connor, Kuratko (2019), Entrepreneurship Theory Process Practice (Melbourne: Cengage) Glossary term from Asia-Pacific edition of Entrepreneurship Theory Process Practice (Melbourne: Cengage, 2019)

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