While the buyer persona is a semi-fictional representation of your ideal customer, the user persona is a representation of the user of your products. A buyer persona can be a user, but that is not always the case. In both personas, the profile is created based on market research and real data from your existing customers. They can be designed in many ways. Usually, they come in the form of a templated, 1-2 page document highlighting the various key details of the avatar’s motivations, goals, needs, wants, and concerns.