Assessing persona prevalence empirically February 21, 2009Posted by cnchapman in Blogroll, Market research, Technology, User research.
I just obtained permission to post our latest paper on Personas. We argued previously that the personas method should not be considered to be scientific, and that a complete persona almost certainly describes few people or no one at all. In the new paper, we present a complete formal model, and evaluate the prevalence of “persona-like descriptions” with both analytical methods and empirical data. Full paper on persona prevalence.
There are two key implications here: (1) if you want to claim that a persona describes real people, you need strong multivariate evidence. (2) Without such evidence, we provide a formula you can use that will give a better estimate than simply assuming something. We show how this formula has a better than chance agreement with 60000 randomly generated persona-like descriptions in real data with up to 10000 respondents.
None of this says that personas are not inspiring or useful. It just says that they cannot be assumed to have verifiable information content, unless that is demonstrated empirically. As for alternatives to answer key design and business questions using empirical data, check out our paper on quantitative methods for product definition.