This template is designed to help marketers, brand specialists and creative agencies get to know their target audience, and establish airtight user personas.

A buyer and a user expect very different things from your product. So when you create personas, it’s important you’re considering the needs of both sides.

Buyer personas want to know the value your product brings to their business. They’re usually managers or business owners, and there’s a chance they might not even be the end user. Usually, they give the green light and sign the contract. But that doesn’t mean they’re more important than the user.

With user personas, keep in mind they’re the ones actually using the product. So they want something that’s clear, easy-to-learn, collaborative—basically, a product that makes their lives easier.

With this user persona survey template, you can start getting quality insight into user and buyer behaviours. Use the template as it is, or customize the questions, design and flow.

When you create personas, you narrow down your target audience into a set of ideal customers. This helps you understand the needs and behaviors of the people using (or buying) your product. Personas also help make sure your product is always customer-centric—from the initial development to the rollout of new features.

So you’ve sent out the survey. All responses have synced straight into Google Sheets. Now for the fun part.

Start writing your first persona. Here are a few things you could include:

• Name

• Bio (e.g. their daily routine, likes and dislikes, work/life balance etc)

• Professional role(s) (e.g. designer, director, CEO, researcher)

• Company (type and size)

• Jobs to be done (what do they use your product for?)

• What they love about your product

• User pain points

• Buying process

You can really get creative with these. The clearer image you have of your user, the easier it is to adapt to their needs.