CUSTOMER AVATAR TEMPLATE

PERSONA NAME

Date today;

DEMOGRAPHICS
MALE OR FEMALE? AGE? INCOME? GEOGRAPHIC LOCATION?

Notes:

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BACKGROUND
JOB? EDUCATION? FAMILY? INTERESTS?

Date today;

BEHAVIOUR
DAY-TO-DAY? INDUSTRY PROFILE? MEDIA & COMMUNICATION?

Notes:

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GOALS & PRIORITIES

PRIMARY GOALS? SECONDARY GOALS?

Date today;

CHALLENGES
PRIMARY CHALLENGES? SECONDARY CHALLENGES?

Notes:

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VALUE PROPOSITION
SOLVE PROBLEMS/ACHIEVE GOALS? BUYING PREFERENCES?

Date today;

MARKETING MESSAGE
POSITION OUR SOLUTION? ELEVATOR PITCH?

Notes:

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PERSONA RESEARCH CHECKLIST

During the course of your persona research, try and ask as

many of these questions as possible.

Demographics

-Are they male or female?

-Are they married and do they have children?
-How much do they earn?
- W h eDate
r e d otoday;
they live?
-How old are they?
-What do they do for fun?
-What media do they consume?

Education

-What school and university did they go to?

-What level of academic achievement did they reach?

Career

-Where have they previously worked and for how long?

-What sector does their company operate in?
-What size is their company?
-What is their position and daily job role?
-Who do they manage and report to?
-What unique skills do they have?
-Are they digital media savvy?

Goals

-What are their primary career or business goals?

- W h a t a r e t h e i r s e c o n d a r y b u s i n e sNotes:
s goals?

Problems

-What are the primary problems and challenges they face?

-What are their secondary problems?

Buying preferences

-Do they prefer a one-on-one consultative approach?

-Do they ever buy online or over the phone?
-How do they research purchases – online, referrals, events

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