---
title: What is Buyer Persona and Why Should You Care?
description: Have you ever wondered who first used the phrase buyer persona? Credit goes to software designer Alan Cooper, who came up with the concept in the 1990’s
image: https://www.bristolstrategy.com/hubfs/blog-files/buyer-persona.jpg
---

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[Content Marketing](https://www.bristolstrategy.com/blog/topic/content-marketing) | 3 min read

July 2014

# What is Buyer Persona and Why Should You Care?

![Dave Orecchio](https://www.bristolstrategy.com/hubfs/Bristol-Strategy-2016/Image/dave/dave-orecchio-headshot.jpg) [Dave Orecchio](https://www.bristolstrategy.com/blog/author/dave-orecchio)

![What is Buyer Persona and Why Should You Care?](https://www.bristolstrategy.com/hubfs/blog-files/buyer-persona.jpg)

Have you ever wondered who first used the phrase “[buyer persona](https://www.bristolstrategy.com/buyer-persona-development)”? Credit goes to well-known software designer [Alan Cooper](http://en.wikipedia.org/wiki/Alan_Cooper), who came up with the original concept of personas back in the 1990’s to describe the needs and characteristics of different types of users as he worked to design more user-friendly computer interfaces. In his 1998 book entitled "[The Inmates Are Running the Asylum](https://www.amazon.com/Inmates-Are-Running-Asylum-Products/dp/0672326140)", Cooper made a distinction between “user personas” and “[buyer personas](http://www.buyerpersona.com/what-is-a-buyer-persona)”, emphasizing the importance of designing software to meet users’ needs and acknowledging that the needs of software buyers are indeed very different.

In simple terms, a [buyer persona](http://en.wikipedia.org/wiki/Persona_(user_experience)) can be defined as a detailed description of a typical customer. To understand the real essence of buyer personas, however, it is instructive to reference [Cooper’s blog post](https://www.cooper.com/journal/2003/08/the_origin_of_personas) in which he recounts his personal story of the evolution of user personas that are “clearly differentiated by their goals, tasks, and skill levels”. Similarly, a buyer persona extends well beyond a demographic profile to include [buyer behaviors and motivations](https://www.bristolstrategy.com/tag/buyers-journey/) as well.

## Why are buyer personas valuable?

> The key benefit of [buyer persona development](https://www.bristolstrategy.com/buyer-persona-development)  is the creation of a focal point for your marketing and sales activities. Focused efforts are always more effective in yielding improved results.

## In-depth research provides the foundation for a well-developed buyer persona.

Use your knowledge and observations of your current customers to formulate definitions of one or more buyer personas for your business. In addition to identifying demographic information and observing their behaviors as prospects and buyers, interview your customers to uncover their motivations and the underlying factors that affect their decision-making processes.

## A complete buyer persona is comprised of three essential components: demographic data, motivational factors, and behavior patterns.

### 1) Demographic data describes the buyer and the buyer’s business.

### 2) Motivational factors offer insight into how the buyer thinks and what prompts the buyer to take action.

### 3) Behavior patterns reveal where the buyer looks for information and how the buyer proceeds through the purchase process.

[![guide to creating buyer personas](https://no-cache.hubspot.com/cta/default/524068/8d02c79d-302b-4222-9b3d-f28fa8498185.png)](https://cta-redirect.hubspot.com/cta/redirect/524068/8d02c79d-302b-4222-9b3d-f28fa8498185)

## Follow this straightforward approach to develop buyer personas for your business:

First, identify customers who match a particular demographic profile. Interview them to find the commonalities in their buyer motivations and behaviors. These shared traits combine to form the buyer persona for that demographic. Follow this same methodology to define a full set of buyer personas across all demographics within your customer base.

Keep in mind that buyer behaviors and motivations are constantly changing in response to fluid business environments. As a result, buyer personas must be reviewed and revised on an ongoing basis to maintain their validity as accurate targets for Inbound Marketing efforts.

## [Our next blog post will explore the important role that buyer personas play in content development and delivery. ](https://www.bristolstrategy.com/blog/2014/07/content-marketing-buyer-persona)

In the meantime, download the [24 marketing tips to set your company apart](https://www.bristolstrategy.com/24-inbound-marketing-tips-differentiate-business). Hint: One of the tips is to develop a buyer persona.

[![New Call-to-action](https://no-cache.hubspot.com/cta/default/524068/cc40ca7c-7eea-4c38-a349-49e2ff3e1a08.png)](https://cta-redirect.hubspot.com/cta/redirect/524068/cc40ca7c-7eea-4c38-a349-49e2ff3e1a08)

*Bristol Strategy is a full funnel [inbound marketing agency](https://www.bristolstrategy.com/) and [inbound sales agency](https://www.bristolstrategy.com/inbound-sales-enablement-services) offering the full complement of services to enable our clients to surpass their business objectives by transforming the way they engage with their buyer on-line.  [Reach out to us](https://www.bristolstrategy.com/contact-boston-digital-marketing-agency) to learn more about how our experience and capabilities can help your business grow. *

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