ostajapersoon

An ostajapersoon, often translated as buyer persona, is a semi-fictional representation of a business’s ideal customer. It is based on market research and real data about existing customers and helps align marketing, product, and sales efforts with the needs and priorities of those buyers.

A typical ostajapersoon includes demographic and firmographic details (such as age, location, job title, company size), as well as psychographic information (goals, challenges, motivations, decision criteria), the buyer’s journey and preferred channels. It focuses on the person who makes the purchase decision or influences it, rather than the end user of the product. Good personas also note objections, budget considerations, and the type of content or proof (case studies, ROI analyses, testimonials) that resonates with them.

Creation usually combines qualitative and quantitative data: customer interviews, surveys, CRM and analytics, and insights from sales teams. Analysts identify patterns and segment them into a small set of personas (often 1–3) with names, backgrounds, and day-to-day responsibilities. A persona should be actionable, with clear messaging and content recommendations linked to stages of the buying journey.

Uses of ostajapersoon include guiding product development, tailoring value propositions, shaping marketing campaigns and channel choices, and enabling sales teams with targeted talking points and collateral. Regular updates are recommended as markets, technologies, and buyer behaviors evolve.

Example: Sara, 38, procurement manager at a mid-sized retailer in Helsinki. Goals: reduce costs and supplier risk. Challenges: complex approval processes and lengthy evaluation cycles. Buying criteria: ROI, vendor reliability, and reference cases. Preferred channels: email, LinkedIn, and detailed case studies.