- A fictional character created to represent a user type that might use a site, brand, or product in a similar way. Marketers may use personas together with market segmentation, where the qualitative personas are constructed to be representative of specific segments. The term “persona” is used widely in online and technology applications as well as in advertising, where other terms such as “pen portraits” may also be used. Personas are useful in considering the goals, desires, and limitations of brand buyers and users in order to help to guide decisions about a product, service, or interaction space such as features, interactions, and visual design of a website. Personas may also be used as part of a user-centered design process for designing software. ← Wikipedia
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