“What quantitative data do you have to back these personas up?”
“We already know what our customers want. Our sales people are talking to them all the time.”
“Marketing has developed personas already. We can just use those.”
(produces marketing segments and stereotypes rather than personas)
*crickets* Personas go on the shelf and are never heard from again....
Heard something like this before?
Personas are an amazing design tool, so how do we make sure they're being put to good use?