The Persona User Journey: Exploring Stakeholder Use and Critical Questions in Marketing
(A2025-125745)

AUTHORS

Tamara Minina, University of Vaasa; Joni Salminen, University of Vaasa; Bernard Jansen, Qatar Computing Research Institute; Hannu Makkonen, the University of Vaasa

ABSTRACT

The conceptual foundations of user personas in the marketing domain remain underexplored, leaving a significant gap in theoretical understanding. This research seeks to bridge that gap by proposing the Persona User Journey (PUJ) framework, a novel theoretical model that synthesizes the arc of persona use for customer-centric decision-making in marketing. Drawing on insights from 22 key sources, including academic publications and seminal works, the study examines the full trajectory of personas: from their creation and application to their increasing influence and progression over time. Our research identifies seven critical stages within the PUJ framework, including key aspects such as understanding the context of persona usage, addressing stakeholder needs, and evaluating their actual impact. We highlight the role of feedback loops, which ensure that personas remain relevant, and aligned with evolving customer behaviors and market conditions. By connecting theoretical insights with practical application, the PUJ framework delivers actionable guidance for marketers aiming to integrate personas into their approaches, while simultaneously establishing a foundation for future studies to integrate personas into the marketing domain.