Personas are a way to help organisations understand their potential and existing audience in a more personal way.

In essence, personas are detailed profiles of a particular audience member, who represents a distinct group of people – in that they share similar behaviour, attitudes, personalities and preferences of your product, but are the ‘figurehead’ for a larger demographic.

Personas are constructed by researching and interviewing real people to gain qualitative data (see below), and this information often shapes the development of a product.