Personas are user archetypes created through extensive ethnographic research and are summarized into ficticious characters that correspond to behavioral patterns, skills, wants, needs, and attitudes. The personas include specific biographical details, such as a name, background story, and picture.
Personas are an important new tool for marketers to better understand and plan their marketing to Hispanics in a digital world. Because personas go beyond demographic dimensions, they are particularly powerful in addressing the large number of acculturated, U.S.- born and non-Spanish speaking segment of the U.S. Hispanic Population.