A marketer once told me they ‘weren’t that into personas’. “They’re just caricatures of the lowest common denominator, that inevitably represent exactly no one”.
Done poorly, she’s bang on. For many businesses, personas represent a large investment that ends up in a Powerpoint no one opens. For others, personas become a business-critical tool that drive innovation, differentiation and competitive advantage.
So how do you ensure you’re commissioning a project that creates value? And what do you do with personas in the minutes after that holy slide deck lands onto your desk, to give them the best chance of actually being used?