By way of expanding on this description, let’s consider our case study mentioned above and develop two basic persona types for one of the products, a 100% leather laptop sling bag.
Let’s assume our persona type’s name is John. He is a businessman, a middle manager, and he earns at least $45 000 (USD) per annum. He travels a lot both to work and to offsite business meetings. Therefore, he needs a bag to carry his laptop and peripherals in. When he purchased a new laptop, it came with a standard sling bag; however, he much prefers a professional-looking leather laptop case.
A second persona type that is on the opposite side of the spectrum is a college or university student, principally a student who is studying business management or law. This student is young, circa 25 years old, male or female, and is upwardly mobile. The student prioritizes the need to appear successful and professional at all times. The caveat here is that the student probably cannot afford to purchase the laptop bag and will rely on their parents or grandparents to buy it for them.