Living Personas – Visually Displaying Brand Insights and Connections to Consumers – Russ Unger, Ross McClean

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Personas are useful because

• They are distillations of real data and research,
• They make the customer real and easy to empathize with
• They keep everyone focused on the user- they prevent the myth of the average, generic user
• They help decisions get made on real data

Data for personas can come from

• Interviews with stakeholders
• customer advocates
• customers
• customer data sources
• people you know

Personas should have

• name
• age
• location
• occupation
• photo
• education
• personal quote summarizing her attitude
• the thoughts affecting her consumer scenario
• the process she uses to make consumer decisions
• what media she uses

Anna Planner is a Facebook tool which lets target users allow ux researchers to conveniently follow them and gain insights from their activity streams.

A Contact Zone is an internal site containing audio/video clips and info snippets about target users. Provides a convenient way for everyone on the team to access.