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Definition: In product management, a persona is a profile of a product’s typical or ideal user. Personas are used to help a product manager (and others in the organization involved with the product’s development) understand key traits, behaviors, goals, responsibilities, and needs of a specific type of user. Product managers typically aim to document various personas, such as buyer personas, customer personas, and decision-maker personas, to better understand how to meet the needs of these potential categories of users.