Buyer personas are more specific than the vague picture that demographic details paint. Some personal, consumer, and industry information that penetrates deeper into the buyer personas you’ll be building might include: Purchase-decision research methods (online, referrals, in-store comparisons, etc.) Preferred shopping channels (online, in-store, bulk/wholesale, etc.) Ideal expense ranges for particular types of items Preferred technology use (laptop, smartphone, etc.) Preferred communications channels (phone, email, social media, etc.) Measures of brand-loyalty or brand-diversity (favorite brands in industry, memberships to loyalty programs, top shopping channels/brands, etc.) Daily frustrations and purchase-decision frustrations Personal projects, goals, and aspirations Industry-specific challenges and values Industry, brand, or product-specific FAQs