18%
Odsetek Europejczyków posiadających prywatny produkt emerytalny (według EIOPA)
BCG2025Europe
Semi-fictional profiles of typical customers built from data and interviews: goals, concerns, behaviors.
Why it matters
Enable writing and designing for a specific person rather than an averaged table.
What's missing without it
Without them, content is generic, because it’s created for no one in particular.
When it is used
When designing experiences, writing content, and planning campaigns.
How we use it
Anna, 34, manager, values time, avoids risk, seeks proof before buying.
Fun fact
Personas invented around a table can do more harm than their absence — they reinforce the team’s assumptions about the customer and give them the appearance of research.
Numbers worth knowing
Market research in data
3
Prognoza stosunku pracujących do emerytów w Europie do 2045
BCG2045Europe
31%
Odsetek konsumentów korzystających z AI na pewnym etapie ścieżki zakupowej, około 3-krotnie więcej niż 18 miesięcy temu.
Boston Consulting Group (BCG)2026global
Figures from the same field — collected in our market data base.