1. A method, in a question answering (QA) system comprising a processor and a memory comprising instructions executed by the processor, for performing persona-based question answering, the method comprising: receiving, by the processor, an identification of a requested persona from a user; receiving, by the processor, a natural language question input specifying an input question to be answered by the QA system; responsive to receiving the requested persona, customizing, by the processor, components of the QA system to answer questions from a viewpoint of the requested persona; generating, by the processor, an answer to the input question from the viewpoint of the requested persona based on the customization of the components of the QA system; and outputting, by the processor, the answer to the input question in a form representative of the requested persona at least by re-formatting the answer utilizing a language style and word choice corresponding to the requested persona.