Imagine Your Dream Customer

How to work with personas

Britta Ollrogge, MBA
3 min readOct 6, 2022


Photo by Lidya Nada on Unsplash

If you want to sell something, it is crucial to know who the target audience is and what the needs of the people in the target group are. A good approach is to create personas.

Definition of personas

A persona represents a typical person of a target group. They have expectations, values, desires, and goals, show human behaviors, and help you to make assumptions about your customers.

You describe personas with specific characteristics such as name, photo, place of residence, curriculum vitae, marital status, age, income, education, skills, attitudes, hobbies, etc.

What is the difference between personas and target groups?

The term target group refers to people for whom you develop a product or service. A target group is a part of the overall market that can be determined using socio-demographic characteristics, psychological traits, or actions. But this determination is usually relatively imprecise. Here the persona concept helps to define the potential customers in more detail. It describes a fictitious person who gives a typical customer a profile and a concrete face. In addition, it helps to understand the potential user’s needs, challenges, or actions.

Characteristics of personas

There are different opinions about which characteristics should be used to describe personas.

Common are:

  • Realistic first and last name,
  • Demographic characteristics such as age, gender, city/region of residence, education, occupation, position, marital status, income, etc.
  • Photo,
  • Hobbies, interests, and skills,
  • Feelings, attitudes, and expectations, as well as challenges and frustrations,
  • Interactions with other people, products, and services, or other personas.

Of course, many more criteria can be defined, such as the dog’s name or favorite music star. Although this is probably fun, the key is understanding potential users and customers better. So you should always ask yourself how a piece of information…



Britta Ollrogge, MBA

I write on Self Improvement 🌱, Productivity 🎯, and Agile Product Development 🏄. My goal is to inspire.💡