What a Persona Should Really Contain: Going Beyond the Template

Introduction

In the world of customer insights, personas have become almost routine—so much so that we often reduce them to a checklist or a form to fill out. But personas are far more than a template to be completed; they’re representations of people with real needs, values, and complexities. To serve their purpose effectively, personas should be crafted thoughtfully, going beyond surface-level details to encompass what truly motivates, challenges, and defines individuals.

Creating personas isn’t about checking boxes. It’s about understanding people, capturing insights that reveal the motivations, barriers, and values that drive their decisions. In this article, we’ll explore the essential elements of a persona, moving beyond demographics and superficial data to create profiles that offer true depth and meaning.

Why Personas Are Not Just Forms

The problem with many personas today is that they’re limited to form fields and drop-down options that offer little insight into the real lives and concerns of individuals. This approach, while efficient, often results in flat, impersonal profiles that don’t reflect the depth of human experience. The goal of a persona isn’t to complete a form but to create a window into the mind of a person—one that brings a wealth of insight for developing empathetic and effective strategies.

Meaningful personas contain only the most relevant information, prioritizing quality over quantity. Each element we include should add to a deeper understanding of who this person is and why they make certain choices. Let’s dive into the components that make personas impactful and explore why each one matters.

Essential Components and Their Deeper Meaning

1. Unmet Needs vs. Satisfied Needs

One of the most critical aspects of a meaningful persona is understanding both unmet and satisfied needs. Satisfied needs help you see what is already working for this person, showing areas of strength in a product or experience. Unmet needs, however, reveal potential gaps in their life where they seek improvement or relief.

By focusing on these unmet needs, we gain insight into areas of opportunity. This is not about assuming what they want but uncovering what genuinely matters to them. For instance, if a persona’s unmet need is for better financial security, this goes beyond merely offering financial products; it speaks to their deep-rooted desire for stability, perhaps even their fear of vulnerability. Addressing these needs in a nuanced way adds value that goes beyond transactional interactions.

2. Goals

Goals aren’t just tasks on a to-do list; they are the aspirations, ambitions, and dreams that individuals strive toward. Capturing these gives us context beyond immediate demands, helping us understand what they’re truly trying to achieve.

Think of goals as the narrative thread that ties the persona’s story together. For example, if someone’s goal is to become debt-free, that objective affects many aspects of their behavior and mindset. Knowing this, we see not just a customer but a person on a journey. Aligning what you offer with these goals makes personas come alive, giving you a direct line into their values and priorities.

3. Problems and Pains

Understanding a person’s problems and pains means recognizing the genuine frustrations and challenges they face daily. These are often the obstacles standing between them and their goals, making it vital to understand them deeply.

Rather than merely cataloging these pains as bullet points, think of them as the “why” behind a person’s choices or behaviors. By addressing these pain points, a persona becomes more than just a demographic profile—it becomes a story of challenges that seek solutions, which fosters empathy and relevance.

4. Buying Process

The buying process is often simplified to a linear path, but in reality, it’s a journey influenced by context, choices, and personal factors. For each persona, this process may look different, and understanding this variability is crucial.

This isn’t about mapping a sales funnel; it’s about understanding how each persona navigates decisions. By capturing the nuances of this process, you reveal the priorities, pressures, and criteria they consider when making a choice. This insight is invaluable for understanding how to meet them where they are and provide value at each step of their journey.

5. Fears and Barriers

Fears and barriers add yet another dimension to a persona, showcasing the hidden factors that shape choices, preferences, and hesitations. Recognizing these fears allows us to understand what holds them back from change or risks they’re not ready to take.

A person’s fears might revolve around financial risk, the uncertainty of trying something new, or doubts about quality. When we see these fears as key elements of a persona, we start to understand their internal resistance. Addressing these fears openly shows respect for their concerns and can become a trust-building opportunity.

6. Communication Styles and Preferences

Communication preferences are more than just a choice of email vs. phone; they reflect how a person wants to be engaged. Different personas will gravitate toward different tones, channels, and levels of formality.

Understanding these preferences ensures that personas aren’t treated as one-size-fits-all. For instance, one persona may prefer detailed information upfront, while another might want concise summaries. By aligning with their preferred style, we make interactions smoother, more comfortable, and more natural.

7. Interests, Values, and Beliefs

Interests, values, and beliefs humanize personas, painting a picture of their worldview and personal identity. Values and beliefs are particularly significant, as they reveal the core motivators that drive choices, loyalty, and engagement.

Values are the moral compass, the guiding principles that determine how a person sees the world. A persona with a strong belief in environmental sustainability, for example, will approach decisions with this in mind. These aren’t just “nice-to-haves” in a persona; they’re the very elements that define loyalty and trust.

Interests, too, have their place in rounding out the persona. Knowing what they care about or spend time on builds a relatable, holistic picture. These factors give color to the persona, making it not just a tool for strategy but a profile with character and personality.

Bringing Personas to Life: The Importance of Depth

As we’ve explored, personas are not static forms but living narratives that, when crafted with care, provide insights into the full spectrum of human experience. When we approach personas with depth, we ensure that they serve as genuine representations, enabling teams to act with empathy and understanding.

A well-rounded persona doesn’t just give a snapshot of a “typical customer”; it tells a story of real-life needs, goals, pains, and values. With these essential elements, personas go beyond being marketing tools—they become essential insights for building authentic connections and developing strategies that truly resonate.

Conclusion

A persona should be more than just a filled-out form. It should be a gateway to understanding real people—their challenges, motivations, and values. By focusing on these core elements, we create personas that aren’t just placeholders but narratives that reflect the true depth and complexity of those we aim to serve.

As you create or refine your personas, remember to look beyond templates and think of each component as a piece of a larger story. By doing so, you’ll create personas that are insightful, impactful, and capable of driving genuine connections.