(Length: 4 pages)

Executive Summary (This is a document excerpt)

In July 2006, at AD TECH, Chicago, Forrester moderated a panel, "Persona Development And Decision-Making," where panelists from Whirlpool, Best Buy, and Indiana Wesleyan University shared their persona practices. Whirlpool described how its personas are evolving from single-channel to multichannel tools. Best Buy showed video to illustrate the power of its nontraditional ethnographic research methodology, and Indiana Wesleyan offered insight into what it's like to launch a persona effort to support nontraditional students at an institution of higher learning. Forrester's take: Personas are simultaneously going mainstream and rapidly evolving.

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