There are two types of personas you’ll become accustomed to as a product marketer: user personas and buyer personas. The main difference between a user persona and a buyer persona is what is said on the tin. The buyer persona buys the product, and the user persona uses the product. That said, there can be a bit of crossover, in that in some cases, the buyer might be both the buyer and user - it’s on you to uncover this during your research. For example, let’s say you buy your dad a set of brand-spanking-new golf clubs. Each of you takes on a different persona; you’re the buyer, but he’s gonna be the one carving up the course like a wannabe Woods, therefore, he takes on the role of the user. The same logic can also be applied to the B2B market. For instance, a construction business may have a go-to provider they use to source their building materials. While the head of the company is the buyer in footing the bill for bricks and concrete, the workers on the site are using the product.