"Most brands build their personas around demographics, psychographics and behavioral data. Those inputs are useful-but they're not enough. What's consistently missing is the identity layer: the specific, lived reality of who the customer actually is, and the lens through which they experience the brand."
"The real story is everything that happened without headlines: every other visually impaired customer who arrived at that brand ready to buy, couldn't, and never came back. No lawsuit. No complaint to the brand (but likely to friends and family). Just exits the analytics never fully explained."
Many brands rely on buyer personas that focus on demographics and behaviors, but these often miss critical identity factors. A case involving a visually impaired customer highlights this issue, as he was unable to complete a pizza order due to the brand's non-compliant website and app. This oversight not only led to a lawsuit but also resulted in lost customers who never returned. The absence of an identity layer in buyer personas can significantly hinder a brand's ability to serve all potential customers effectively.
Read at Forbes
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