An audience persona is a research-based profile of a group of people a business needs to reach. It summarizes shared goals, concerns, decision factors, and behaviours that matter to a specific offer. A useful persona reflects interviews, customer records, or other evidence; a made-up name and stock photo alone cannot tell a team what customers need.
Use a persona when planning a website, campaign, or service experience. For example, a buyer who needs approval from a committee may need different proof than an owner who can decide alone. Revisit the profile as you learn more about real customers. REX describes audience insights and profiling within its Brand Strategy work.