Differences between Buyer Persona and User Persona

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Another common confusion in the sector is between the Buyer Persona and the User Persona.

Although both users are key to a business, one has as its main focus the representation of the ideal client (Buyer Persona) and the other has as its objective the representation of the ideal user of a product or service (User Persona), which means that this user has already purchased.

Therefore, we find that among the Buyer Personas who have purchased, we can find different User Personas.

The User Persona is a widely used approach in the design of digital products and solutions, as it allows us to define the best possible user experience.

Types of buyer personas
It is important to keep in mind that it does not always have to be the Buyer fishing and forestry email database list Persona who makes the decision to purchase the product or service. In many cases, there are other profiles that participate in one way or another in the decision-making process and therefore we must also consider them as Buyer Personas.

For this reason, there are 4 types of Buyer Persona:

1. Main Buyer Persona or Purchase Decision Maker:
This is the person who makes the final decision, and is usually the most common type of Buyer Persona, especially in B2C businesses. In the case of B2B businesses, this person usually has a high position within the company and a more technical profile. Normally, this profile focuses on having more precise information and on the tangible benefits of the product or service.

2. Buyer Persona Prescriber:
This is the person who recommends the product or service. They have influence on the purchase decision, although they do not make it directly nor will they use or consume the product. The clearest example we have of this type of Buyer Persona is the doctor, who prescribes medicines for his patients.

3. Buyer Persona Influencer:
This is the person who, although not directly involved in the purchase, can positively or negatively influence the decision. This can be a friend, family member or colleague, but it can also be blogs or influencers who, with their opinion, influence the decision-making of the final decision-maker.

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4. Negative Buyer Persona:
The negative Buyer Persona is the type of profile you do not want to reach, since it is not your ideal client, and sometimes it is a type of person who may approach your business, but will never buy from you. Therefore, we must detect it so as not to waste resources trying to get them to buy.

Although this Negative Buyer Persona may seem a bit far-fetched at first, if you stop and think about it, it makes sense. You may not be interested as a potential customer in a consumer for whom your product is too expensive or too simple; you may also not be interested in consumers whose cost to convert to a buyer of your product is too high.

Therefore, we can define that the Negative Buyer Persona is exactly the opposite of the Buyer Persona, since we are going to try to build a semi-fictional character that embodies the client we are not interested in addressing.