Thinking-styles vs. Personas

Session materials: ​​​​ (23MB)

A well-researched persona is a good tool if you guide your strategy and scenario-writing by them. But typically Personas are built in a day from quantitative data and invented “decorative” detail. This demographic approach to Personas that is so common with marketing and product owners is a misconstrued mashup of ad placement direction and design needs, and they don’t work for scenarios. Indeed, usually Personas written this way are all one thinking-style, so scenario-writing feels repetitive and useless.

There is a better way.

Thinking-styles are deeply researched, demographics-free* mindsets for the characters who play roles in an org’s design scenarios. Clarify the difference between the segments marketing uses to place ads and the deep understanding you need for design and strategy.

In this workshop you will learn:

  • vocabulary to spread clarity at your organization
  • how to derive thinking-styles from research
  • research method, listening sessions, that provide the depth you need
  • how to derive thinking-styles from existing research

The point of using demographics-free thinking-styles is to help your organization support broader sets of people, to be aware of broader cultures and approaches rather than be blinkered by their own [dominant] approach. If your org can define audiences specifically, highlighting the variety thinking-styles within, this variety of thinking-styles allows your org to multiply the number of goals and solutions you can seek to support.

Research Workshop View Full Agenda
Location: Bell Harbor Conference Center Date: March 13, 2019 Time: 9:00 am - 12:30 pm photo of Indi Young

Indi Young