Once you have identified a target segment, your next step is to learn as much about that segment as you can. But how do you even know where to look? The first step is to imagine a person who embodies that segment, in the form of a buyer persona. What is a Buyer Persona? A buyer persona is a marketing exercises in which you make up an imaginary person who embodies your target segment. The underlying goal of the buyer persona exercise is to develop a testable hypothesis about who your target segment is. Step 1: The Five W’s Time to put your imagination to work. When you think about your target segment, whom do you see? Who is the Buyer Persona? Age? Sex? Personality? (Introverted, extroverted, nervous, ambitious, competitive, etc) Fashion sense? Political affiliation? Religion? Level of education? Level of income? What are the Buyer Persona’s interests and activities? What … Continue reading Buyer Persona: Identifying Your Hypothetical Player