Personas
Create and manage buyer personas -- segment-level profiles that represent groups of similar people.
Personas
Personas represent groups of similar people -- segments or cohorts, not individual records. They describe the shared characteristics of a target audience: who they are, what triggers them to buy, what they want, and what stands in their way.
Persona types
HypLab supports two persona types:
B2B personas (57 fields, 8 groups)
For business-to-business contexts. Include fields for job titles, company size, industry, and strategic themes.
B2C personas (50 fields, 7 groups)
For business-to-consumer contexts. Same structure as B2B but without Strategic Themes, with a focus on consumer behavior, household status, and lifestyle.
Persona field groups
Both types share this core structure:
| Group | What it captures | Examples |
|---|---|---|
| Buyer Profile | Core characteristics of the persona | Name, tagline, demographics, geography, job title (B2B) or occupation/hobbies (B2C) |
| Buying Trigger | What motivates this persona to buy | Headline, verbatim quotes, contextual details |
| Desired Outcomes | What the persona wants to achieve | Core jobs to be done, outcome type (B2B) |
| Obstacles | What prevents them from buying | Barriers, budget preferences, risk profile (B2B) or adoption attitude (B2C) |
| Evaluation Criteria | How they evaluate solutions | Key decision criteria, criteria linkage (B2B) |
| Buyer's Journey | Their buying process | Journey phases, influencers, trusted resources, preferred channel (B2C) |
| Strategic Themes | High-level strategic insights (B2B only) | Consolidated themes, hypothesis slots |
| Validation Metadata | Evidence and validation info | Status, evidence sources, confidence interval, freshness |
Creating personas
Auto-creation (recommended)
Personas are created automatically when you generate people from templates:
- Generate people from a template.
- If no persona exists for that template, HypLab creates one with an AI-suggested name.
- If a persona already exists, the new people are added to it.
- People are automatically linked to the persona.
This is the fastest way to get started and produces the most coherent results.
Create manually
- Go to Personas.
- Click "Create Persona".
- Choose the persona type: B2B or B2C.
- Fill in the fields -- they are organized by field group in collapsible sections.
- Click "Save".
Viewing personas
Persona list
The Personas page shows all personas in your current workspace.
- Filter by type (B2B/B2C).
- Search by name or characteristics.
- Pagination is supported for large numbers of personas.
Persona detail
Click a persona to see its full profile:
- All field groups with their values.
- The list of people linked to this persona.
- Metadata: creation date, validation status, etc.
Editing personas
- Go to a persona's detail page.
- Click "Edit".
- Update any field group.
- Click "Save".
Managing people in personas
Add people
- On the persona detail page, click "Add People" or "Manage People".
- Select people from the list.
- They are added to the persona.
Remove people
- On the persona detail page, find the person in the linked people list.
- Click "Remove".
- The person is removed from the persona but not deleted from the system.
AI features for personas
- Auto-creation -- personas are generated alongside people with AI-suggested names and characteristics.
- Persona suggestions -- AI can suggest characteristics based on linked people.
- Persona from text -- the Persona Generator agent (port 4101) can create a complete persona from a text description.
Tips
- Start with auto-creation. Let the AI generate personas from templates, then refine them manually.
- Complete the key sections. At minimum, fill in Buyer Profile, Buying Trigger, and Desired Outcomes.
- Use Validation Metadata. Track evidence sources and confidence levels to keep personas grounded in data.
- Keep personas focused. Each persona should represent one distinct segment. If a persona feels too broad, split it.
Next: Templates -- learn how to create and use templates for generation.