Reference table
7 user persona templates and when to use each
A quick guide to seven user persona templates and the situation each one suits: lightweight proto-personas, qualitative research-backed personas, statistical personas, B2B buyer personas, empathy map personas, jobs to be done personas and anti-personas. Product teams can use it to choose a format before they start filling one in. Koji can build research-backed personas from AI-moderated interviews, with quotes behind each field.
Where this appears
What's in this reference table
| Persona template | Best for |
|---|---|
| Lightweight proto-persona | Pre-launch startups and early hypotheses, built in under an hour |
| Qualitative, research-backed | Teams with budget for 15 to 30 interviews per segment |
| Statistical persona | Large user bases, or validating qualitative personas at scale |
| B2B buyer persona | Selling to buying committees with several stakeholders |
| Empathy map persona | Design workshops, kickoffs and early concept work |
| Jobs to be done persona | Teams that organise personas around jobs, not people |
| Anti-persona | Teams fighting scope creep, to name who you are not building for |
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<a href="https://www.koji.so/visuals/user-persona-template-types-best-for-table"><img src="https://www.koji.so/visuals/user-persona-template-types-best-for-table/user-persona-template-types-best-for-table.png" alt="Table of seven user persona templates, from proto-persona and research-backed to statistical, buyer, empathy map, jobs to be done and anti-persona." width="1200" height="856" /></a>
<p>Source: <a href="https://www.koji.so/visuals/user-persona-template-types-best-for-table">7 user persona templates and when to use each</a>, Koji</p>
