A persona is a fictional character that represents a specific segment of a company's target audience. Personas are created by gathering and analyzing data about the characteristics, behaviors, and motivations of a target audience, and then using that information to create a detailed profile of a hypothetical person. Personas are often used to help businesses understand their target audience more deeply and create more targeted marketing campaigns. For example, if a business is targeting young, tech-savvy consumers, they might create a persona named "Mike," who is a 25-year-old software developer with an interest in the latest gadgets and technologies. By creating personas, businesses can better understand the needs and preferences of their target audience and create marketing messages that are more relevant and effective.