A buyer persona is a detailed description of a company’s ideal customer. Some marketing firms rely heavily on demographics to define their ideal customer. This means that they use things like age and education level to create a buyer persona. It is great to define a customer by demographics, but figuring out how customers think is usually even more important. When a company understands how a customer thinks, the company can anticipate the problems they encounter during the purchase process.

I currently work for Target! The customers at Target tend to be younger according to demographic data. One of the challenges a Target customer might face is finding the right things at the right price. To solve this problem, Target  has the Target app. There are coupons on it and customers can look up products to check availability. Since Target customers are younger, they are probably busier. To solve this problem, Target offers drive-up and pick-up services.