Persona Builder

Answer the questions. Grade the evidence. Open the journey.

The Global Persona Framework attaches a follow-up question to each of its 463 dimensions. This asks you the ones your situation needs, records how each answer is known, and composes a persona from what was actually said: no invented name, no biography, no trait guessed from another. Then it hands the persona to the Fanout Journey with every input already filled.

3 starter paths · 7 evidence statuses · framework v. 23 September 2026 · edits save only in this browser

Path

0 of 18 answered

The framework asks

Answer what the task needs and skip the rest. Every field accepts an answer in the person's own words, or an abstention.

  1. P366 · Journey stage · Single

    What decision is the person trying to make now?

    Personal / minimize

    Stages can loop, overlap, or be skipped. This is an authored planning model.

  2. P374 · Purchase occasion · Multiple

    Why is this purchase happening?

    Personal / minimize

    The same person can occupy several different purchase personas.

  3. P375 · User versus buyer role · Multiple

    Who is asking, paying, and using?

    Personal / minimize

    Roles belong to a decision, not permanently to an identity.

  4. P373 · Comparison criteria · Multiple

    What should the comparison answer?

    Personal / minimize

    Record only criteria actually stated or observed.

  5. P377 · Success criteria for the journey · Text

    What would make this journey complete for the person?

    Personal / minimize

    Success does not always mean conversion.

  6. P370 · Purchase timing · Single

    When is action expected?

    Personal / minimize

    Use an explicit reference date; these are authored bands.

  7. P105 · Budget period and unit · Single

    What does the budget cover?

    Sensitive / contextual

    A monthly ceiling cannot be compared directly with a one-time price.

  8. P108 · Maximum spend · Numeric

    What is the maximum total commitment?

    Sensitive / contextual

    Ask whether taxes, fees, delivery, installation, and ongoing costs are included.

  9. P109 · Budget flexibility · Single

    What would justify spending more?

    Sensitive / contextual

    Qualitative self-report; do not invent a percentage premium.

  10. P113 · Total ownership-cost sensitivity · Scale

    Which ongoing costs belong in the comparison?

    Sensitive / contextual

    Ask directly about maintenance, energy, supplies, subscriptions, and exit costs.

  11. P378 · Trigger event · Multiple

    What started the search?

    Personal / minimize

    Record the event explicitly; do not infer private life events from browsing.

  12. P379 · Main barrier · Multiple

    What prevents progress?

    Personal / minimize

    A barrier is a design problem, not a persuasion opportunity.

  13. P381 · Constraint priority · Repeated

    What cannot be compromised?

    Personal / minimize

    Hard limits and preferences must not be mixed.

  14. P190 · Research depth · Single

    How much supporting detail is useful?

    Personal / minimize

    Not an intelligence or sophistication ranking.

  15. P191 · Choice-set preference · Single

    How many alternatives should be presented?

    Personal / minimize

    Preference may change with category knowledge.

  16. P193 · Evidence preference · Multiple

    What would make a claim credible?

    Personal / minimize

    Different evidence can answer different questions.

  17. P019 · Subregion and local area · Text

    What local availability constraints matter?

    Personal / minimize

    Use only the geographical precision needed; avoid exact addresses.

  18. P386 · Alternative to purchase · Multiple

    Is a purchase actually necessary?

    Personal / minimize

    Include nonpurchase options in a user-centered journey.

Composite persona brief · P460 format

No name. No biography. Only what was stated.

# Composite persona brief

Record type: Fictional scenario (P444)
Framework: Global Persona Framework, 23 September 2026
Path: Consumer purchase
Product or category: not stated
Stated goal: not stated

## Stated
Nothing stated yet.

## Not stated (18)
Journey stage (P366); Purchase occasion (P374); User versus buyer role (P375); Comparison criteria (P373); Success criteria for the journey (P377); Purchase timing (P370); Budget period and unit (P105); Maximum spend (P108); Budget flexibility (P109); Total ownership-cost sensitivity (P113); Trigger event (P378); Main barrier (P379); Constraint priority (P381); Research depth (P190); Choice-set preference (P191); Evidence preference (P193); Subregion and local area (P019); Alternative to purchase (P386)
Gaps are gaps. Nothing here was filled in (P460).

## Handling
Nothing stated yet.

## Must not be inferred (P454)
- No demographic inference
- No sensitive-trait inference
- No individualization of aggregate data
- No automated decision use

Name the product or category and answer at least one question first.

The interview guide lists the questions you skipped, with the evidence each would need. The validation plan is the framework's P463 checklist for this persona.

What this is: what was stated, with how it is known. What it is not: a measurement of anyone, or a person the tool made up. Edits save only in this browser.

What each path asks

Each path is a curated set of framework dimensions, chosen for one kind of situation. The questions are the framework's own. Any dimension can be added from the full library, and none has to be answered.

Consumer purchase

Someone choosing something to buy for themselves or their household: the journey, the money, the constraints, how they decide.

  1. P366 What decision is the person trying to make now?
  2. P374 Why is this purchase happening?
  3. P375 Who is asking, paying, and using?
  4. P373 What should the comparison answer?
  5. P377 What would make this journey complete for the person?
  6. P370 When is action expected?
  7. P105 What does the budget cover?
  8. P108 What is the maximum total commitment?
  9. P109 What would justify spending more?
  10. P113 Which ongoing costs belong in the comparison?
  11. P378 What started the search?
  12. P379 What prevents progress?
  13. P381 What cannot be compromised?
  14. P190 How much supporting detail is useful?
  15. P191 How many alternatives should be presented?
  16. P193 What would make a claim credible?
  17. P019 What local availability constraints matter?
  18. P386 Is a purchase actually necessary?

B2B buyer

Someone buying on behalf of an organization: their role and authority, the procurement stage, the budget model, what would count as success and what could go wrong.

  1. P366 What decision is the person trying to make now?
  2. P422 Which procurement task is current?
  3. P416 What part of the decision does this person control?
  4. P420 Who must authorize the purchase?
  5. P417 What organizational setting shapes the task?
  6. P419 How many users or stakeholders are involved?
  7. P421 How is this purchase funded?
  8. P108 What is the maximum total commitment?
  9. P105 What does the budget cover?
  10. P373 What should the comparison answer?
  11. P424 How will the organization judge success?
  12. P423 What could block implementation?
  13. P425 What evidence must the buying group see?
  14. P370 When is action expected?
  15. P379 What prevents progress?
  16. P371 What remains unfinished?

Audience

People you want to reach rather than sell to right now: where they are, how they find things, what format they want, how they use AI, what they can access.

  1. P308 Which platforms does this person actually use?
  2. P311 Which community format is useful?
  3. P317 Whose content is chosen, and for what purpose?
  4. P319 Does the journey move from content to purchase?
  5. P322 Where does the person get information?
  6. P323 What format fits the task?
  7. P324 How much detail is useful?
  8. P326 How did the person find this?
  9. P334 Where does this task start?
  10. P340 Is AI part of this workflow?
  11. P345 What would a usable answer look like?
  12. P292 Which device should the experience prioritize?
  13. P290 Can the service be used offline?
  14. P300 Which steps need guidance?
  15. P304 What information should not be collected?
  16. P239 What interest is missing from the current vocabulary?

Every answer says how it is known

The framework's P445 evidence statuses, which the brief prints beside every value. They are kinds of evidence, not a ranking. A new answer starts as a hypothesis until you say otherwise.

  • Self-reported
  • Observed with permission
  • Measured aggregate
  • Derived
  • Estimated
  • Hypothesis
  • Unknown

Questions people ask about this tool

What does the Persona Builder do?
It asks you the follow-up questions the Global Persona Framework attaches to each of its dimensions, along a starter path for a consumer purchase, a B2B buyer or an audience. Each answer carries an evidence status. The result is a composite persona brief in the framework's own format, which you can open in the Persona Fanout Journey, copy, or export.
Why does it not give the persona a name or a backstory?
Because the framework forbids it. P460, composite persona description, says: do not invent a stereotypical name, motive or biography to fill gaps. A persona here is the set of things that were actually stated, each with how it is known, and nothing else.
What is the evidence status on every answer?
P445 in the framework. Self-reported, observed with permission, measured aggregate, derived, estimated, hypothesis or unknown. They are different kinds of evidence, not a quality ranking, and the brief prints them next to every value so nobody later mistakes a guess for a finding. New answers default to hypothesis.
Do I have to answer everything?
No, and the framework says you should not. P451, collection necessity: a large taxonomy is not a requirement to collect every field. Answer what the task needs. The interview guide export lists the questions you skipped, with the evidence each would need, for when you talk to real people.
How does this connect to the Fanout Journey?
One click. Your stated budget, need, constraint, timing, location and purchase occasion become the journey's six inputs, and any extra context you gave rides along. The journey then fans your persona out across every stage from Discover to Own. Nothing is inferred on the way across.

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