The persona is dead, long live the persona!

Sophia van der Meijden
Author
Sophia van der Meijden

Almost every marketing- or UX Research team has them, personas. They spend a lot of time and energy in creating them. Interview end-users, try to find out the demographic factors like age and income and write inspiring quotes that the personas could have said. In fact they are doing a pretty good job. Big beautiful posters are printed, presented to the board of directors and put up on the wall next to the development team.