This document is a buyer persona development questionnaire that asks a series of questions to help define and understand a target buyer persona. It asks questions about the persona's job responsibilities, challenges, how they measure success, stakeholders, risks, consequences of failure, past objections to products, career progression, education, how they stay informed, and preferred information sources to develop a thorough understanding of who the persona is and what motivates their purchasing decisions.

1. Buyer Persona Development Questionnaire
Name Of Persona: __________________________ Reports To: __________________________
Job Title: _________________________________ Industry: __________________________
1. What are this persona’s most important job responsibilities and activities?
a. Which ones relate most closely with your products?
2. What are the top three – five challenges or problems for this individual in their job?
a. Which ones relate most closely with your products?
3. How does this persona measure success?
a. Do any of your products have the ability to help them achieve that?
4. How is this persona's success measured? By whom (what stakeholders)?
5. What’s at risk for this individual in the purchasing process?
6. What could go wrong for them if the purchase is a failure?
7. What has prevented this persona from considering your products in the past?
8. What is the person’s likely progression within their career? What other roles have they had? What do they
aspire to become?
a. What is the person’s level of education?
b. What is the person’s age?
9. Does this persona require a specific skill set, degree, certification, or other continuing education?
10. How does this persona typically seek new information and keep up to date with the industry?
a. What events do they attend?
b. What do they read? Online and off?
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