A buyer is the person who purchases a product, whether or not they will be the ultimate user. In business-to-business markets, a purchasing agent may contract for the actual purchase of a good or service, yet never benefit from the function(s) purchased. In the context of product development, the buyer refers to the individual or organization that will be using the product being developed. The development team needs to understand the needs and requirements of the buyer in order to create a product that meets their needs. Buyers can be either internal or external to an organization. Internal buyers are employees of the organization who will be using the product. External buyers are customers or clients who will be using the product.

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