Buyer Personas

Buyer Personas

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Revella, Adele John Wiley & Sons, Inc., 2015 Audio summary available
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IN THIS SUMMARY

Buyer Personas by Adele Revella offers a guide to constructing effective buyer personas—stereotyped representations of typical buyers based on examples of real customers. These personas challenge traditional marketing research strategies, which do not provide enough data and insight about customers. Instead, marketers must conduct in-depth interviews with real buyers of their types of products, actively listen to customers’ needs, and using the information gathered to create more targeted strategies. Using buyer personas will help companies improve their strategic marketing and effectively reach their receptive markets.