Business Development Researcher Question:
What About "Negative" Personas?
Answer:
Whereas a buyer persona is a representation of your ideal customer, a negative -- or "exclusionary" -- persona is a representation of who you don't want as a customer.
For example, this could include professionals who are too advanced for your product or service, students who are only engaging with your content for research/knowledge, or potential customers who are just too expensive to acquire (because of a low average sale price, their propensity to churn, or their unlikeliness to purchase again from your company).
For example, this could include professionals who are too advanced for your product or service, students who are only engaging with your content for research/knowledge, or potential customers who are just too expensive to acquire (because of a low average sale price, their propensity to churn, or their unlikeliness to purchase again from your company).
| Previous Question | Next Question |
| Define Application Usability? | What are extends and includes within a use case? |