Behavioral Segmentation? Personas? Usage Scenarios? These terms mean different things to different people. For Consensus a persona is a data-driven and visual composite of what we know about an audience segment.

Our personas are derived from primary research, secondary research, and balanced against identified business objectives. They are used to provide information about users’ goals, attitudes and the behaviors required for effective interaction design.

When done right, they foster a shared point of view among the diverse group of stakeholders we encounter and enable design decisions that are user considered.