Facts are extra details that add richness to your persona. These can be things like how hold your persona is, do they have kids, what is their annual salary, and so on. Make sure these are factual, and give you the clearest picture of your persona or customer. Remember, people are specific things, and have specific traits like "2 children", as opposed to "kids". People live in "Atlanta", not "a city."

The principal difficulty with identifying facts and identifying your target demographic is finding the data quickly and efficiently.

Most of the data can be found in university libraries, online, or through government sources.

Extensive research into your customer base is an excellent way to determine the market potential for your product.