Buyer personas must be based off of actual research, not assumptions. Ask questions like: What is your job role? Your title? What industry or industries does your company work/is your role in? What are you working to accomplish? What are your biggest challenges? How do you learn about new information for your role? Do you use the internet to research vendors or products? always focus on the 'Why' or the motives of your buyer personas, not their actions. Start by interviewing your current customers, former customers, prospects, and even your coworkers. Once you've spoken to a few people, it's time to start looking for trends.