Persona Framework

This template is designed to help you create audience personas. Use this tool during audience analysis to identify and understand audience needs, behaviors and assumptions. These insights will inform your content strategy, bolstering communication and audience reach.

As you customize this template, consider the identity of the persona. Identity tells who the persona is and includes demographics, personal attributes, professional attributes and information processing factors. 

• Demographics consist of name, age, occupation, location and race.
• Personal attributes cover background, income, marital status, religion, goals, motivations, values and challenges. 
• Professional attributes highlight skills and experience, education level, goals, motivations, values and challenges.
• Information processing factors describe the biases and filters a person unconsciously uses to shape their worldview. These factors encompass communication channels and social media platforms that result in challenges in receiving and processing information.  

Next, determine the persona's story. The story is the journey the persona is on and explains or describes how they live their life. The story includes behavioral attributes, goals, essentials and challenges. 

• Behavioral attributes encompass motivations, self direction and self-regulation traits. 
• Goals describe the hopes and desires they want to achieve.
• Essentials cover the elements most important to the persona.
• Challenges describe the external factors that stand in the way and the actions necessary to overcome these challenges. 

Tip! There is no single correct way to design a persona, so feel free to customize your persona to depict a highly visual layout or with a focus on more heavy, rich text. Remember, the goal is to design a persona that best represents your audience segment for an effective audience analysis. 

For detailed information on the purposes and benefits of creating and using personas, check out Gain Audience Insight with Personas.