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Personas in business analysis are fictionalized characters that embody the primary demographic characteristics of target users. They are created to help teams understand and visualize the needs, goals, and behaviors of different user segments. By developing these detailed profiles, businesses can tailor their strategies, design better products, and improve user experiences.

Personas encapsulate qualitative and quantitative research findings into relatable characters, allowing stakeholders to empathize with user perspectives. This approach ensures that decisions are grounded in user needs rather than vague assumptions, which can lead to more effective solutions and enhancements.

While statistical models of customer behavior, actual user profiles based on CRM data, and templates for creating project requirements are relevant in various contexts of business analysis, they do not capture the essence of personas, which are specifically focused on representing user archetypes to guide design and development.