A persona is a fictional, lively description of a person that represents (a part of) your target group. It helps to create empathy for your customer and provides inspiration to design user-centered solutions. Needs-based personas - often based on morphological psychology - differ from traditional demographic personas. As they are based on (a cluster of) customer needs, they go beyond demographic data (e.g. old or young, urban or rural). Thereby, they create a much deeper understanding of why customers do the things they do and what they expect from your organisation.