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Buyer Persona Template (Download Free PDF)

March 1, 2022

Do you know who your business’s target customers are?

At first sight, this question might be easy to answer. You might know your personas inside and out, but which personas specifically? Your user persona or your buyer persona?

At Chasm, our team of experts can help you avoid targeting the wrong customer profiles. Check out our buyer persona research service and see how you can leverage our expertise.

What is a Customer Profile?

User personas describe relevant characteristics, needs, and goals of the end-users of your products— who are not necessarily the ones deciding to buy it from you. Buyer personas, also known as customer profiles, include a broader biography with a wider range of decision-makers as these might not necessarily be the people using your products.

For example, who’s the customer for a kids smartwatch? Is it the child using it or the parent?

Here, the parent will be the buyer persona, the decision-maker who ultimately buys (or doesn’t) the smartwatch for the child.

For your user persona, the child, your priority might be to make the smartwatch convenient to use, combined with a cheerful design and attractive for kids. This is what will make the kids act as your in-store salesperson asking their parents to buy it.

At the same time, you also need to prioritize making sure the features are aligned with what a parent might be looking for. For example, two-way call, remote voice monitoring, remote camera, SOS, LED flashlight, do not disturb, etc…

One product. Two distinct personas with very different priorities and features are needed to develop a product that will appeal to them both.

Just like creating a customer profile is critical to craft messaging that speaks to your audience, captures their attention, or effectively answers their questions, identifying anyone that’s not a good fit for your product is as important.

Negative Buyer personas: What are they, and why do you need them?

Also known as exclusionary personas, they help your sales team spot the signs of a potentially bad-fit customer early on and give you a better understanding of who to shy away from in your strategy.

Types of Customer Profiling

  1. Demographic Customer Profiling
  2. Geographic customer profiling
  3. Psychographic customer profiling
  4. Behavioral customer profiling

Profiling your customers is a straightforward approach towards supercharging your marketing efforts, improving your customer experience, and boosting efficiency and effectiveness.

There are a few ways to go about customer profiling, and here are four common types.

Demographic Customer Profiling

This includes some of the standard profiling categories, like age, gender, income, marital status, education level, and so much more that you can overlay on top of this to deepen your understanding.

Geographic customer profiling

This helps you target different regional groups effectively by understanding your customers’ location through the detailed city and town analysis.

Psychographic customer profiling

Psychographic profiling helps to understand their habits, hobbies, interests, and life goals to tailor messaging and communication that resonate with your audience.

Behavioral customer profiling

Here, you can analyze things like purchasing and engagement patterns that are particularly useful for the likelihood of churning or spending more on your product.

How To Create a Customer Profile

Now that you know who you want to target (and don’t want to target), how do you start documenting these personas?

The good news is they are easier than you think. It’s all about how you obtain your market research, gather insights from your actual customer base (through surveys, interviews, etc.) and then present that information.

To help you get started and simplify the process, we’ve created a customer profile template for you.

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