This is the first article in a series of articles about the different approaches in customer profiling. In this article, we will primarily explore two approaches: personas and archetypes. Personas are fictional characters that represent a specific type of customer. They are often created from interviews with customers and analyzed by customer experience managers to determine how different groups of people react to a product or service Archetypes are abstract personifications that are used to describe the common traits found across all customers, regardless of group or industry.