For Customer Experience Professionals

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	July 31, 2006 Lessons From AD TECH Persona Panel Whirlpool, Best Buy, And Indiana Wesleyan University Share Best Practices by Harley Manning with Moira Dorsey, Caroline L. Carney

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Executive Summary

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.

This is an excerpt

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