Personas are fictional characters created to represent different user types within a target audience. They are based on research and data, helping businesses understand the needs, behaviors, and goals of their customers. By developing personas, companies can tailor their products, services, and marketing strategies to better meet the expectations of their users. In user experience design, personas guide decision-making by providing a clear picture of who the users are. This approach helps teams empathize with their audience, ensuring that the final product is user-centered. Common elements of a persona include demographics, motivations, and pain points, which can be used to enhance user satisfaction and engagement.