For Customer Experience Professionals

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	July 19, 2007 Best And Worst Of Personas, 2007 Forrester Applies Its Evaluation Methodology To Personas From 23 Interactive Agencies by Moira Dorsey with Kerry Bodine, Adele Sage	Average: 10  (6 ratings)

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Executive Summary

To gauge the current state of personas, Forrester applied its persona evaluation criteria to reference personas provided by 23 interactive agencies. Most of the personas showed significant room for improvement — and problems ran the gamut in both type and severity. But our evaluations also revealed best practices for each of our six criteria among the two personas that earned nearly perfect scores and those that didn't pass our review. To get the most value out of persona projects, customer experience professionals should ask about prospective firms' research capabilities, evaluate their reference personas, find out how they use personas during the design process, and assess their ability to help drive persona adoption throughout the organization.

TABLE OF CONTENTS

• Personas Support Effective Customer Experiences
• Examining The Current State Of Personas
• Only Three Agencies' Personas Received A Passing Grade
• The Art And Science Of Personas Are Still Maturing
• Best Practice Examples Of All Types Exist

RECOMMENDATIONS

• Evaluate Firms' Persona Capabilities Before Signing On The Dotted Line
• Supplemental Material
• Related Research Documents

This is an excerpt

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