Personas are a great way to present your results of your field work in a visual way. Normally, a persona is an archetypical description of customers or users. But many personas out there are useless and do not help to understand a certain customer group at all. The problem with "normal" personas is that someone made it up and they do not represent a real person. We are using personas in a different way. That is why we sometimes also call them customer cards. We use personas to summarize results from qualitative field research. In many cases, it is a tough job to summarize several interviews in just one stereotype without having contradictions. The resulting personas can be pretty unnatural and hard to imagine in the further Business Design process. Therefore, we just pick one or two "natural" customers who represent their segment and present him / her by using a persona / customer card including not less than:
Based on the type, dimension and results of your field work you may extend the persona / customer card:
Many personas out there are useless and do not help to understand a certain customer group at all.