Executive Summary (This is a document excerpt)

Forrester applied its persona evaluation criteria to reference personas provided by 18 interactive agencies for the recent Forrester Wave™. Most of the personas showed some room for improvement, with problems running the gamut in both type and severity. But our evaluations also revealed a number of best practices, including Whittmanhart's personal scorecard, Molecular's easy-to-read posters, and Critical Mass' superior production quality. To get the most value out of persona projects, customer experience professionals should work with agencies to perform cost-effective ethnographic research, ensure that design recommendations stay out of persona documents, and provide insights into multichannel behaviors.

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