DIGITAL MARKETING PRO COURSE
Milestone 1: Fundamentals of Digital Marketing
Live Class 2: Creating Customer Personas
What is a Customer Persona?
Customer personas are semi-fictional representations of your ideal customers based on
market research and current consumer data. It encompasses consumer demographics,
behaviour patterns, motivations, and objectives.
With customer personas, you can understand different sets or groups of consumers.
You get to know where a particular group lives, their age bracket, and maybe some of
their usual purchasing behaviour. All this information can help you develop a better
understanding of these groups, so you can better serve their interests.
How to Create A Customer Persona?
Before creating your customer persona, you should consider the following aspects:
Personal Demographics
● Age of your customer
● Their gender
● Their marital status
● Annual household income
● Place of living
Educational Background
● Level of education
● Schools or Universities they have attended
● The course they have studied
Career Path
● How did they end up where they are today?
● Has their career track been pretty traditional?
● Did they switch from another industry?
Media Consumption Habits
● Their favourite social media platform
● How much time does your ideal customer spend on social media?
● What type of content do they consume daily – videos, articles, or social media
posts?
● Where do they get their news?
Purchase Factors and Decisions
● Which product factors grab their attention – features, benefits, or price?
● What did they purchase recently, and why?
● What was their evaluation process?
● How did you decide to purchase that product or service?
Objectives and Motivations
● What are your customers’ professional objectives?
● What are their motivations to buy a product?
Values and Principles
● What values and principles do they have?
● What are the characteristics of their personalities?
Professional Life
● In which industry/company do they work?
● What is their job role and title?
● How long have they had this role and title?
● Are they individual contributors, or do they manage other people?
Pain Points and Challenges
● What factors prevent them from doing their job successfully?
● What problems do they frequently encounter at work, at school, or in their
personal lives?
The below image is an example of how to lay out key elements of the customer
persona, integrating information such as similar brands of interest, frustrations and
motivations.
Think Pill!
Think about the other aspects that you can consider while creating your customer
persona. What else do you think you can add here? Can you include their lifestyle,
hobbies and pain points?
Customer Persona
A customer persona (also known as a buyer persona) is a semi-fictional archetype that
represents the key traits of a large segment of your audience, based on the data you've
collected from user research and web analytics.
Customer Persona is a combination of two factors:
1. Demographic: Hard facts about the customer like age, gender, marital status,
place of living etc.
2. Psychographic: Softer aspects about the customer like motivation, habits,
frustrations, beliefs, needs etc.
Example: ZARA - Young, high-income individuals living in tier 1 or metropolitan cities.
A semi-fictional Customer Persona of a ZARA customer
Think Pill!
Who do you think is an ideal customer of MyCaptain? Can you make a customer
persona for the EdTech company?
Customer Persona Example: Lenskart
User personas serve as a guideline and inspiration for product design, keeping a
particular demographic cohort in mind. To conceptualise what the product should do and
how it should be consumed, it is necessary to know what the user's psychological state,
lifestyle, behaviour, and interests are. Also, this exercise helps in prioritizing features not
just based on guesswork, but based on market feedback.
Lenskart customer persona summary
Think Pill!
Fresh to Home and Nature.farm: Can you create a customer persona for these two
new-age startups?
