# Buyer persona: what it is and how it works · Zorraquino
> A buyer persona is a representation of a buyer profile built from research and data relevant to the purchase decision.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/buyer-persona.html

# Buyer persona

A buyer persona is a representation of a buyer profile built from research and data relevant to the purchase decision

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It describes goals, needs, criteria, obstacles and context. It should avoid invented traits that do not help decision-making. In business purchases it may be necessary to represent different roles, because the person who uses, recommends and approves a solution may not be the same.

Topics

[Research and insights](https://www.zorraquino.com/en/dictionary/category/investigacion-e-insights)

## Related concepts

- [Willingness to pay](https://www.zorraquino.com/en/dictionary/willingness-to-pay)
- [Research hypothesis](https://www.zorraquino.com/en/dictionary/research-hypothesis)
- [Qualitative research](https://www.zorraquino.com/en/dictionary/qualitative-research)