You’re are right you need some research and background.
Often the client will have some research and at the very least some idea about their target audience. All you have to do is make them realistic and not too pie-in-the-sky. Google Analytics has some very basic demographic and segmentation tools. https://blog.kissmetrics.com/new-google-analytics-advanced-segments/
Even if you start with something and check it with the client before you begin they can at least offers some critique of the personas you are using. The hardest place to be is if you create them and the client dismisses them out of hand. They you have lost a lot of your augments.
Here’s a PDF guide to persona creation that might help: http://boxesandarrows.com/files/banda/long-live-the-user/Mulder_TheUserIsAlwaysRight_Ch3.pdf
Joe (@mrjoe)
That is the hard bit.
You’re are right you need some research and background.
Often the client will have some research and at the very least some idea about their target audience. All you have to do is make them realistic and not too pie-in-the-sky. Google Analytics has some very basic demographic and segmentation tools. https://blog.kissmetrics.com/new-google-analytics-advanced-segments/
Even if you start with something and check it with the client before you begin they can at least offers some critique of the personas you are using. The hardest place to be is if you create them and the client dismisses them out of hand. They you have lost a lot of your augments.
Here’s a PDF guide to persona creation that might help: http://boxesandarrows.com/files/banda/long-live-the-user/Mulder_TheUserIsAlwaysRight_Ch3.pdf