Assumption Personas Help Overcome Hurdles To Using Research-Based Design Personas
November 4, 2009
Why Read This Report
Forrester recommends that customer experience professionals use personas founded in ethnographic research to guide the design of products, channels, and messages. However, some organizations struggle to use personas effectively. To overcome common barriers to persona use, customer experience professionals should brainstorm with key stakeholders to create roughly sketched profiles of target customers, called "assumption personas." This exercise helps build the case for creating real personas, gets stakeholders to think about their business goals in customer-centric terms, and generates hypotheses about target customers for testing in subsequent ethnographic research. Customer experience professionals must ensure that assumption personas are viewed as a step toward customer insight rather than an end in themselves. They are valuable tools for kicking off persona projects, but they aren't fit for guiding design decisions.
Already a Client?
Log in to read this document.
Become a Forrester Client
Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
The Unified Customer Experience Imperative
May 7, 2013 | Ron Rogowski
Brief: Key Takeaways From Forrester's Forum For CX Professionals EMEA 2014
January 8, 2015 | Tony Costa
Executive Q&A: Design Personas And Customer Journey Maps
November 16, 2015 | Tony Costa