Why Read This
A survey of interactive design agencies uncovered 18 firms that have significant experience creating personas and conducting persona research. The agencies are using diverse research methodologies to create personas for a variety of design purposes for industries like consumer packaged goods, retail, financial services, and technology. Across our respondents, information architects most frequently have primary responsibility for researching and creating personas. Firms report that their clients are at least somewhat involved at different stages of persona research and creation process but most frequently at the end. As techniques for researching, creating, and using personas continue to mature, agencies should ensure that they have staff with the right skills for persona projects, and clients should get more involved in persona research.