Persona definition

June 16, 2010

A persona is a realistic character sketch representing one segment of a Web site’s targeted audience. Each persona is an archetype serving as a surrogate for an entire group of real people. Personas sunmmarize research findings and bring that reserach to life in such a way that a company can make decisions based on these personas, not based on themselves.

Mulder/Yaar (2010) p. 19

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