Target Audience · The profile · Component
The evidence
What the profile is built from, and when it was gathered — because a profile assembled in a workshop describes the team.
The deliverable
What it is
A persona built internally reflects who the organisation imagines it serves, which is usually a more sophisticated and better-funded version of the real customer.
Ten interviews with recent buyers is enough for most profiles and is a day’s work. The absence of that day is why most personas are fiction.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The contradictions
Where the evidence disagreed with the internal assumption.
3 attributes: Assumption · What evidence showed · Acted on
Learn
A profile from a workshop describes a better-funded, more sophisticated version of the real customer.
The other components in the profile
The situation
What their week looks like, what they are measured on, and what constrains them — the content that actually predicts behaviour.
LearnThe decision
Who else is involved, and who can say no — because the person who uses a product is frequently not the person who buys it.
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