Summary
Personas are a fundamental tool to help organizations quickly empathize with and take action on the characteristics of their audiences, customers, and end users. While personas are seemingly easy to create, without grounding them in clear objectives or insights, organizations risk misusing them or making misguided decisions. In this report, we outline qualities that any team should base their personas on as well as the different Forrester reports to dive into depending on the type of persona you are creating.
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