Companies create buyer personas to maximize their products’ or services’ appeal to their customers.
They’re different from user personas, as those making purchasing decisions about products may not actually the ones using them. For example, an employer buying a tool for their workforce would handle the purchase but not necessarily be a user, too.
Your audience of buyers may be more diverse than your users. You might need to create dozens of buyer personas to accommodate different attributes, expectations, and concerns for an accurate representation of consumer goals.
Surveying existing customers can help you formulate buyer personas, too.