September 23, 2004

Persona Best Practices: Developing Your Customer Research Plan

by Harley Manning

with Bruce D. Temkin, Michelle Amato, Elizabeth Backer

Executive Summary (This is a document excerpt)

Valid personas are based on the direct study of target users, typically taking the form of observational field studies. For these studies, researchers travel to the location where users engage with the channel or product that is being designed — or redesigned. Companies start this process by reviewing current customer segmentation models. Researchers then identify individual users within each segment and go to their homes or offices or to a retail location to observe and interview them as they try to accomplish their goals.

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