If you are creating persona's I also recommend this as additional reading https://moz.com/blog/personas-un...

One think that I find I am consistently struggling with is understanding the psychology of why people buy and do what they do. I am always asking Who is my target audience? Where do they hang out? Why do they hang out there? What motivates them? What do they like? and so many more questions. While I don't think Buyer Persona's answer all the questions when it comes to creating a marketing avatar. It gives a damn good fundamental base to work from that you can tweak with other resources to suit your marketing preferences.