For Customer Experience Professionals

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	September 6, 2006 Common Persona Misconceptions Debunked Understand What Makes A Valid Persona To Avoid Failures by Moira Dorsey with Harley Manning, Caroline L. Carney

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Executive Summary

Personas are valuable tools that enable firms to correct misconceptions about users and make quicker, more reliable design decisions. But even as firms seek to take advantage of the benefits personas offer, misconceptions about what makes for valid personas remain. Personas must be archetypes that provide accurate representations of users based on sound ethnographic research practices. The end results should look and sound like the people they represent, not stereotypes.

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