antipersona

An antipersona refers to a fictional character or profile that represents the types of users a product, service, or marketing campaign is *not* intended for. Unlike personas, which define ideal target audiences, antipersonas help clarify boundaries by identifying individuals who would unlikely benefit from or engage with a given offering. This approach ensures resources are focused on the most relevant audience segments.

Antipersonas are commonly used in user experience (UX) design, product development, and marketing strategy. By understanding who does not fit, organizations can refine messaging, improve feature prioritization, and avoid unnecessary friction for their core users. For example, a software tool targeting small businesses might exclude large enterprises as an antipersona, as their needs and budgets differ significantly.

Creating an antipersona involves analyzing feedback, market research, and user data to pinpoint common traits among non-ideal users. These traits may include demographic factors (e.g., age, location), behavioral patterns (e.g., low engagement), or specific pain points that misalign with the product’s value proposition. Unlike personas, which are often positive and aspirational, antipersonas serve a pragmatic role in exclusion rather than inclusion.

The use of antipersonas complements traditional market segmentation by providing a clearer contrast between desired and undesired user groups. This distinction helps teams avoid overcomplicating features or wasting resources on audiences that won’t derive value. While personas focus on "who we serve," antipersonas answer "who we don’t serve," creating a more precise and efficient strategy.