Prospects and Customers are Individuals
As a writer, I’m always interested in my audience. Business people also need a clear understanding of their prospects and customers. Marketing pros often focus on demographic statistics, but those might not provide an integrated picture of prospects and customers as individuals.
One tool from the software development field that may be helpful is the written persona. Software developers want to understand the typical user, so that they can design an appropriate user interface and program functionality. Developers who use the Agile methodology often write personas about typical users.