How to create a Persona: model proposal based on the use of scientific research methods in a consulting project

Authors

DOI:

https://doi.org/10.5007/2175-8077.2025.e98286

Keywords:

Persona, Buyer persona, Methodology, Consumer behavior

Abstract

Objective of the study: To propose a buyer persona development model, using scientific research methodologies.

Methodology/Approach: Model built after carrying out a consultancy project in a large company in the financial sector.

Originality / Relevance: Offering academia and the market a teaching and management tool for effective persona development work.

Main Results: Robust and flexible model, built from methodological rigor and scientific techniques, for building personas.

Theoretical/Methodological Contributions: Offer the academic world a review of the state of the art on publications regarding the use and construction of personas.

Social Contributions / Management Contribution: Offer the business community a management tool built on scientific rigor, to improve their marketing decisions, involving analysis of consumers and target audiences.

Author Biographies

Vitor Nogami, Universidade Estadual de Maringá

He holds a PhD in Business Administration with a concentration in Marketing from the School of Economics, Administration, and Accounting (FEA) at the University of São Paulo (USP). He was a Visiting Researcher (Sandwich Doctorate) at the University of Illinois at Urbana-Champaign (UIUC). He holds a Master's degree in Business Administration from the State University of Maringá (UEM), an MBA in Marketing and Advertising Administration from the State University of Londrina (UEL), and a Bachelor's degree in Business Administration from the State University of Maringá (UEM). He is currently a Professor in the Department of Business Administration (DAD) at the State University of Maringá (UEM). He teaches Consumer Behavior, Marketing Research, Strategic Marketing Planning, Strategy, Diagnostics, Consulting, Entrepreneurship, and Innovation in various specialization programs and MBAs, including those at the Institute of Administration Foundation (FIA), the State University of Londrina (UEL), the Pontifical Catholic University (PUC-PR), and other institutions. He has published articles, presented papers, and reviewed articles at national and international conferences and journals. It carries out research, teaching and extension activities in the area of Administration, with an emphasis on Marketing, Market Research, Consumer Behavior, Entrepreneurship, Innovation and the Low-Income Market.

Karin Borges Senra, Universidade Estadual de Maringá

She holds a degree in Mathematics from UEM and a degree in Business Administration from FAINSEP. She specializes in Strategic Human Resources Management, Educational Management, and Distance Learning. She holds a Master's in Business Administration with a concentration in Marketing from UEM and a PhD in Business Administration with a concentration in Marketing from UEM. She has taught Culture and Consumption, Consumer Behavior, Marketing Research, Entrepreneurship, Accounting, and Corporate Finance in various undergraduate and graduate programs, having worked primarily at the Faculty of Higher Education Institute (FAINSEP), the Institute of Administration Foundation (FIA), the State University of Maringá (UEM), the Pontifical Catholic University (PUC-PR), UNIFCV, the Commercial and Business Association of Maringá (ACIM), Coursera, and other institutions. She is an Adjunct Professor in the Department of Business Administration at the State University of Maringá, working in the area of Financial Administration. Her research interests include Consumer Culture, Market Construction, Financial Administration, and Financial Education, particularly utilizing social and cultural perspectives to understand these phenomena.

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Published

2025-08-21

How to Cite

Nogami, V., & Senra, K. B. (2025). How to create a Persona: model proposal based on the use of scientific research methods in a consulting project. Revista De Ciências Da Administração, 27(67), 1–26. https://doi.org/10.5007/2175-8077.2025.e98286

Issue

Vol. 27 No. 67 (2025): Revista de Ciências da Administração

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Copyright (c) 2025 Vitor Nogami, Karin Borges Senra

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