Personas are an essential tool when using qualitative research with the customer experience, particularly for journey mapping.
It’s easy to forget the customer as we move from using insight to understand their feelings to a more internal view planning improvements.
Personas help us keep customer needs and motivations front of mind, and preserve the nuances and variety we found with the research.
Can you feel a “but” coming?
You’re right, there’s a big danger with personas that we slide from representing diversity to drawing crude stereotypes. Think in terms of archetypes and range rather than clusters or types.
Good personas are:
- Grounded in research
- Archetypes, not stereotypes or clichés
- Defined by motivations and needs more than demographics
- Used to challenge process, not put people in boxes
I think there’s a simple test that captures all of these: personas should increase your flexibility in dealing with individual customers, not reduce it.