If you're in the marketing field, you've probably heard of "Buyer Personas," but what are they exactly, and why do you need them?
For fans of the Showtime series, Homeland, you may have seen super sleuth antihero, Carrie Mathison, sitting cross-legged, surrounded by an array of suspect's photos, including bios, histories and known associations. These are personas. In the case of "Homeland," these are Terrorist Personas. Fortunately, we live in the less perilous, yet often elusive world of marketing, but share Carrie's need for a deeper understanding of our targets; what they look like, what they like and dislike, where they congregate, what they read and who they associate with on a regular basis.