Lots being written about personas, pitfalls of personas, the zombie persona. Personas are easy to get wrong, and it’s sometimes hard to tell at first glance if they are not useful, and I have created many non-useful personas in my years. There’s a summary of learnings for you.

In short, don’t use demographics unless they are demographics that do affect behaviour. (For example, if it’s a product for women going through menopause then gender and age range is relevant. ) But also include behavioural and attitudinal information.

I think that’s what I’m thinking in terms of personas at the moment.