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How do you guys create your buyer persona?

I'm trying to set-up some direct mail campaigns for my ecommerce however, in order to do that, I need to segment my audience.

I have a general understanding of who my customers are in terms of their age, location, interests and maybe cultural background. But all of this is based on what I can see and observe from people who have bought from my store.

Isn't there a way I can get a more quantitative or science based understanding of my audience? I feel like a lot of what i'm doing is just guessing, using some numbers and general observation/opinion on what kind of lifestyle my buyers live.

submitted by /u/bigpappabelly
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