Customer Persona Type

Customer persona type represents the type of customer’s relationships with the product - a buyer, a user, a decision maker and an influencer. One persona may have one or multiple types, and they should be defined from the very beginning.

Customers Types

User Persona

A user is the end user of the product. For example, a designer who works with Photoshop or a kid who wears a Nike shoes, a truck driver who drives a truck, etc.

To understand if persona is a user ask yourself - is she the one who actually use 
your product?

Buyer Persona

A buyer is someone who pays for a product. For example, a product manager who paid (using company card) for a Photoshop license. A mom who bought her kid a pair of Nike shoes. A company owner who purchased a truck.

To understand if persona is a buyer ask yourself - is she the one who buys or orders 
your product?

Influencer Persona

An influencer is someone who influences other decisions. For example, a designer who convinced his product manager and CFO to buy a Photoshop license. A kids friend who came to school wearing a new pair of Nike shoes. A CFO who convinced a company owner to buy one truck and not two.

To understand if persona is an influencer ask yourself - can she (or will she try to) change someone’s opinion about
 your product?

Decision Maker Persona

A decision maker is someone who decides or gives permission to buy and use the product. For example, a CFO who permitted product manager to buy a Photoshop license for a designer. A mom who decided to buy Nike shoes for her kid. A company owner who decided to buy one more truck.

To understand if persona is a decision maker ask yourself - is she the one who will make the final decision about purchasing or using
 your product?


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