A user persona is a prototypical user who holds certain characteristics that all other similar users hold. Most products have various types of target users, and there is a distinct user persona for each one. You can use a persona map to list out the customers key attributes, problems, and needs. Creating user personas helps a company step into the shoes of their target customers. It allows the company to experience the problems that their potential customers are having and leads them down the marketing channels where their potential customers will be looking for solutions. This then allows the company to know where and how to market their product successfully. It is not uncommon for a product to have 3-5 key personas and to market differently to each one.