What are personas?

The target group is also the be-all and end-all in B2B communication. As important as it is, it can rarely be clearly identified. It is important to define it as clearly as possible. There are various methods for doing this, the most common and obvious being the use of statistics. For example, surveys on age, gender, profession, etc. When developing successful B-to-B communication, it is increasingly necessary to look at and differentiate between the decision-makers - from the middle management level to the user on the store floor who actually uses the product.

The disadvantage: data, statistics and figures are often not very meaningful, not very descriptive and impersonal. This is why the "persona" method was developed: instead of collecting data, an individual character is created - the type of target group. Statistically obtained content is also used here, but is incorporated into the character of the persona, so that the target group starts with a person - vivid and descriptive. This person can be enriched with further aspects, attributes, a psychogram with preferences, consumer, information and communication behavior.

The advantage really lies in the human perspective right from the start. Because here you can ask yourself how this person - this persona - is likely to react to this or that measure. What their passions are, what they are interested in and what they are prepared to spend money on, activating and utilizing each person's own imagination. The persona gains in profile and expressiveness with each additional person involved in its development.