What's Your Customer's Persona?
http://www.usatoday.com/money/smallbusiness/columnist/abrams/2005-02-18-persona_x.htm

Abrams, Rhonda
USA Today
2005

Abstract:

Using "personas" forces us to think carefully about who our customer is for each product — what they need and want and how they'll use it. We've come up with a few personas, and each one has a name and personality. Even for a book on business planning, for instance, "Sally Startup" has different needs than does "Vic Venture."