Buyer personas are archetypes that represent the real people who buy or might buy a company's products. They are developed through interviews with buyers and provide insights into factors like what motivates buyers to invest in a solution, what results buyers expect to achieve, concerns that cause buyers to hesitate, the process buyers follow to research options, and what criteria buyers use to evaluate alternatives. Developing accurate buyer personas can help companies avoid "ready, fire, aim" marketing by ensuring they target the right people with relevant information that addresses buyers' perceived barriers and success factors.