What is a Buyer Persona?

Built from interviews with real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options. The buyers’ words reveal the attitudes, concerns and decision criteria you need to address to win their business. Learn more

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Buyer Persona Blog
How Radio Shack lost their buyer focus and their business
Radio Shack’s 60-year rise and fall is a case study in what happens when a company’s vision isn’t balanced by insight into its customer's expectations. Read More
How I chose a PR firm to launch my new book
I just made an important buying decision. Since Wiley will release my first book on March 9, I wanted to hire a PR firm to do the launch right. I started out the way most buyers do when they initiate a "high consideration" buying decision. Read More
Five New Year’s Resolutions for Marketers (recommended by your buyer personas)
Here’s a verbatim quote from one of the buyers we interviewed: “I'm looking for a level of detail that would need to be provided by an engineer. I'm not interested in a colorful brochure. I'm not interested in one that has been extensively wordsmithed. I'm just looking for a particular set of capabilities.” Read More