Collect inputs first: customer interviews, analytics, support tickets, sales calls.
Draft collaboratively: Fill this out with product, marketing, and customer‑facing teams to ensure realism.
Aim for one persona per major segment. If you have many micro‑segments, start with the top 2‑3 revenue drivers.
Validate: Share with 3‑5 real customers who match the persona; tweak anything that feels off.
Print & post or pin to your brand hub so it’s in every roadmap and creative review.
| Field | Details |
|---|---|
| Persona Name | |
| Photo / Illustration (paste image here) | |
| Primary Segment / Role | |
| Company / Industry | |
| Location | |
| Age Range | |
| Tech Stack / Tools They Use |
| Desired Outcome / KPI | Why It Matters |
|---|---|
| Pain Point | Evidence (quote or data) |
|---|---|
| Trigger Event | Typical Objection | How We Address It |
|---|---|---|
Signature Quote: “________” (a direct customer quote that captures their mindset)
| Quadrant | Guiding Prompts | Notes |
|---|---|---|
| SAYS | • Typical phrases? | |
| • How do they explain their pain? | ||
| THINKS | • Fears & hopes? | |
| • Hidden worries? | ||
| DOES | • Behaviours & workflows? | |
| • Tools used daily? | ||
| FEELS | • Emotional state? • Attitude toward solutions? |
Optional: Add Gains (success measures) & Pains (frustrations) boxes around the map if your team prefers the extended 6‑box version.