Personas are created by drawing together the characteristics of similar people – pattens of their behaviors, motivations, etc. – into one ‘archetype’.
Within a certain context.
WHAT IS THIS TOOL BASED ON?
- qualitative research – Why do people do it?
- quantitative research – How many (%) people do this?
- ‘gut feeling’;
- marketing segmentation.
Focus is on behavior:
- Why personas do what they do?
- What are their inner goals/motivations?
WHY DO WE NEED PERSONAS?
Personas provide humanizing context.
What kind of emotional experiences does the person want?
What is their social and physical environment?
Persona makes data alive and visual.
We empathize them!