Consumer teams often write personas from assumptions, which leads to messages built on the team's own taste. This template gives you a structure for a shared customer profile: who the customer is, what they are trying to achieve, what they buy and where they look, plus the quote and glossary that keep the team in the buyer's own words. Each page answers a question a marketer, sales rep or product manager asks before they act.

The sample shows a fictional research round for Marlowe Green Collective, a home goods brand selling refillable pantry staples. It draws on 14 interviews and 620 survey responses, and it names five personas, the three largest covering 78% of revenue. Replace the research basis, names, figures and quotes with your own findings before you share the profile with the team.