The purpose of an Audience Persona is to communicate details about a specific segment of your target audience that are useful when designing a solution for them. An Audience Persona is a fictional representation of a segment that has similar needs, behaviours, and goals in relation to your offering. Personas should be created based on how they will be used, and only include details that are relevant to this scope. Personas differ from customer segments used in marketing departments in that they focus on common needs rather than common demographic traits. Marketers should use customer research to inform personas to avoid bias, and develop personas as a group to gain alignment.
Cooper, Alan. “The Inmates are Running the Asylum: Why High-Tech Products Drive Us Crazy and How to Restore the Sanity”, Sams Publishing, 2004.