BUYER PERSONA WORKSHEET

Hypothetical editorial example. Not an interview finding or an actual customer profile.
- **Decision:** choose a tool for managing content across several brands.
- **Task to check:** find a post, identify its account and review its content.
- **Missing information:** how they do this today, what is difficult and who takes part in the review.
- **Proposed content:** a demo following one post from the calendar to its details.

How do you find the Reel you want to review? In this walkthrough, we open the calendar, find its date and check the post’s Instagram account and content. Watch the process to see how it fits the way you work.

QUESTIONS
- Tell me about the last time you chose or switched a tool for managing social media.
- What were you trying to do, and how had you been doing it until then?
- Which options did you compare? What did you check before choosing?
- Who else took part in the decision, and what did they need to know?
- Once you started using it, what matched your expectations and what was different?

YOUR RESEARCH
Purchase situation:
Task to resolve:
People involved in the choice:
Questions and criteria:
Source and date for each finding:
What is supported by evidence:
What still needs research:

YOUR POST
Question to answer:
What you will show to explain it:
Full copy:
Next step and destination:
Questions to review after publication: