Personas and Insights
This exercise transforms "our customer" into specific, named individuals. Each persona is a semi-fictional profile built from the common characteristics of your real (or expected) customers, and becomes the reference point for the marketing, sales, and product decisions you'll make throughout the rest of the plan.
What It's For
Writing "women aged 25 to 45" doesn't help anyone make decisions. A persona does, because it's specific enough to ask "would Mariana buy this?" instead of guessing. Based on your personas, Vibz also generates a set of actionable insights on how to effectively reach and convert this audience.
Creating and Editing a Persona
Use the green + button to add a persona manually; click on an existing persona card to open the editing panel. Each persona has:
Relationship Context — whether this persona represents an end consumer (B2C), a business buyer (B2B), a public/government buyer (B2G), or a company that resells to the end consumer (B2B2C).
Name, Age, Occupation, and Location — enough for the persona to feel like a real person.
Goals and Challenges — what this person is trying to achieve, and what stands in their way.
Product/Service Usage — how this persona specifically uses (or would use) what you sell.
Changes are only saved after clicking 'Save' in the panel; you can also remove a persona using the trash can icon on its card.
Key Insights
Below the list of personas, Vibz generates a 'Key Insights' section with four blocks:
How to Reach — the channels and moments most likely to reach these personas.
Key Messages — the language and framing that resonates most with them.
Common Objections — the most common hesitations of this type of buyer, and how to overcome them.
Decision Triggers — the situations or events that typically lead this persona to make a purchase.
These insights are generated from the personas you've defined, so they tend to improve as the personas become more specific and realistic. If you add or edit personas after insights have already been generated, a warning appears — "New personas have been added. Update insights to include them." — because the insights section is not automatically updated; you need to click Update.
Generating Personas with AI
Use the AI button in the top right corner to ask Val to automatically generate personas, based on the information you've already entered in the rest of the plan (starting with the Lean Canvas). The process takes about 15-20 seconds and goes through four visible steps on the screen (business data collection, insight generation, persona creation, and finalization).
Important: generating new personas does not delete or replace the ones you already have — Val adds the new personas to the existing list. Review the generated personas normally: names, details, and goals are a starting point, and it may happen that some overlap too much with a persona you already had — in that case, it's worth editing or removing the redundant one.
Tips
Aim for 3 to 5 truly distinct personas, rather than many personas that are variations of the same person.
If a persona's "Goals and Challenges" seem identical to another's, they are likely the same persona — consider merging them.
Revisit this exercise after your market research (competitors, PESTEL, SWOT); it usually clarifies who your personas truly are.