Personas vs. Analytics Segments

Summary: Avoid creating personas from analytics data alone. Personas are artifacts that aim to capture users' attitudes, goals, and pain points, aspects which analytics alone can't provide.

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Personas vs. Analytics Segments

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For most teams, approaching persona creation qualitatively is the right balance of effort vs. value, but very large or very small organizations might benefit from statistical or lightweight approaches, respectively.

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Page Laubheimer is a former NN/G employee who worked on research, teaching, leadership, and design thought leadership. His expertise focused on web applications, AI, and projects in complex domains. His many research findings and recommendations were also informed by his background in library and information science, and his work often involved information architecture, navigation design, taxonomy construction, and ontology management.

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