I've been working personas for almost 20 years now and I have always had the same criticism: they're oftentimes just pulled out of thin air and are a hand-wavey substitute for a segmentation study. As you touched on, the only information that actually matters is that which predicts relevant behavior (in marketing terms, the segmentation variable). Everything else is noise and should be discarded.
I've been working personas for almost 20 years now and I have always had the same criticism: they're oftentimes just pulled out of thin air and are a hand-wavey substitute for a segmentation study. As you touched on, the only information that actually matters is that which predicts relevant behavior (in marketing terms, the segmentation variable). Everything else is noise and should be discarded.