Persona (marketing) - History of Personas

History of Personas

The concept of understanding customer segments as communities with coherent identity was developed in 1993-4 by Angus Jenkinson and internationally adopted by OgilvyOne with clients using the name CustomerPrints as "day-in-the-life archetype descriptions". Creating imaginal or fictional characters to represent these customer segments or communities followed. Jenkinson's approach was to describe an imaginal character in their real interface, behaviour and attitudes with the brand, and the idea was initially realized with Michael Jacobs in a series of studies. In 1997 the Ogilvy global knowledge management system, Truffles, described the concept as follows: "Each strong brand has a tribe of people who share affinity with the brand’s values. This universe typically divides into a number of different communities within which there are the same or very similar buying behaviours, and whose personality and characteristics towards the brand (product or service) can be understood in terms of common values, attitudes and assumptions. CustomerPrints are descriptions that capture the living essence of these distinct groups of customers."

Parallel to this Alan Cooper, a noted pioneer software developer, developed a related concept, which he named personas. From 1995 he became engaged with how a specific rather than generalized user would use and interface with software. The technique was popularized for the online business and technology community in his 1999 book The Inmates are Running the Asylum. In this book, Cooper outlines the general characteristics, uses and best practices for creating personas, recommending that software be designed for single archetypal users.