Getting Inside Their Heads: Using Buyer Personas & Customer Journey Mapping as a Tactical Framework for Learning about Your Customers [Part 2]

Welcome back for Part 2 of the Getting Inside Their Heads series.

Now that you know what a buyer persona is, you need to understand the science behind creating them for clients’ customers.

Creating buyer personas is somewhat scientific in nature because it involves lots of research.

While many people’s first thought in creating a buyer persona is to simply create hypothetical customer personalities based on their target audience, these will ultimately get you nowhere.

A target audience is much different than a target buyer. Your target audience may refer to key demographics like location, age range,  gender, and occupation type; however, your target buyer will include these characteristics and even more specific criteria.

So what’s the scientific method to crafting the ultimate buyer personas?