http://copernicusconsulting.net/personas-are-empathy-tools-not-stereotypes/ Design Research and Strategy Mon, 23 Apr 2012 14:29:00 +0000 http://wordpress.org/?v=2.9.1 hourly 1 http://copernicusconsulting.net/personas-are-empathy-tools-not-stereotypes/#comment-720 Personas and archetypes | people inspired innovation Mon, 19 Jan 2009 06:56:54 +0000 http://designresearch.wordpress.com/?p=8#comment-720 [...] With personas being used and misused during product development, we just seemed to have put too many “how not to” and “how to” for personas. There is a detailed book as well. Somewhere along time, we seem to have lost the real motivation for making personas. Personas need to go back to it’s roots of simple, empathy. [...]

]]> http://copernicusconsulting.net/personas-are-empathy-tools-not-stereotypes/#comment-721 Lori Wahl Fri, 19 Dec 2008 11:45:25 +0000 http://designresearch.wordpress.com/?p=8#comment-721 Couldn't agree more about the use and misuse of personas. I've been building out Clorox's deep consumer insight capability for the last 5 years, and one of the most challenging aspects of this job has been the "transfer" of insights. Once we synthesize all the data (including deep ethnographic dives) into insight, how do we get it into the business process / person? We have steered away from personas for the reasons you've stated. Instead, we focus more on stories, which tend to elicit deep empathy and personal associations that give the designer / creative / business strategist their own personal beacon. Couldn’t agree more about the use and misuse of personas. I’ve been building out Clorox’s deep consumer insight capability for the last 5 years, and one of the most challenging aspects of this job has been the “transfer” of insights. Once we synthesize all the data (including deep ethnographic dives) into insight, how do we get it into the business process / person? We have steered away from personas for the reasons you’ve stated. Instead, we focus more on stories, which tend to elicit deep empathy and personal associations that give the designer / creative / business strategist their own personal beacon.

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