Hi Stephen! I agree with you — in theory personas are meant to represent behaviour (and that’s exactly what Alan Cooper advised in the origins of the field). But in practice, based on my experience with clients and workshops, most people still think of personas as the demographic wall art that never gets used. The differentiation I was trying to make in this snippet is more about the use purpose: the ‘target audience persona’ is more likely to be used by a design team working on the product/service development and would include user needs, barriers etc. Whereas the ‘existing customer persona’ is likely to be created for non-design/operational teams i.e. strategy or customer support to inform how to serve people better for sustained business success so the archetype might include aspects such as motivations for repurchase, frustrations leading to complaints, etc.
