Development of Buyer Personas for a Green Tech Start-Up

Abstract

To create remarkable content that will attract customers, a company needs to know how consumers function: what are their needs, goals, and fears? JackRipe has ideas about what the “typical” customer looks like, but no detailed analyses have taken place. The research questions aim to uncover drivers of customers who buy groceries from local producers on a marketplace like JackRipe, how those drivers differ in distinctive personas and what the most important communication platforms are in context of the company and its services.