Audience Definition, Segmentation Why the term “behavioral archetype” is more accurate than “customer persona”. “The term behavioral archetype is more accurate as it relates to a typical example of customer behaviors which is characteristic for a group subset of the audience, whereas the term persona stands for a representation of an individual person which carries a lot of subjectivity. “Behavioral archetypes are structured models of customer responses to a brand. As the name suggests they tap into the behavioral level of cognitive processing. In a nutshell, the focus is on who does what, how they do it, and why.” Article: Behavioral Archetypes Instead of Personas