Research & Evidence

A persona is only as credible as the data behind it. Combine both qualitative and quantitative sources to build a well-rounded picture.

Data sources to collect

• Interviews: 5-12 interviews reveal motivations and behavioral patterns
• Surveys: scale findings and quantify preferences
• Analytics: confirm behaviors, key funnels, and segments
• Support tickets: reveal common pain points and language users use

Practical exercise

Create a one-page research plan: list the data sources you’ll use, target segments to interview, and the metrics you’ll examine in analytics.

Tip: Capture exact quotes

Quotes often make personas more relatable to stakeholders. Capture 3–5 memorable user quotes and annotate their context.