Persona versus segmentation guide

The question it helps answer

Use the persona versus segmentation guide to organise the reasoning behind this question: When should a team use descriptive personas versus classification-based segmentation? The working view makes purpose, input, and unit visible so discussion can move from general opinion to a specific action or decision.

When to use it

Use the persona versus segmentation guide when people working on feedback and customer insight are using different mental models for purpose, input, and unit, and that difference is changing choices or coordination.

What it is

The persona versus segmentation guide is a set of connected concepts for examining one situation from several necessary angles. Its core working elements are purpose, input, unit, and output. Those elements belong together because each changes how the others should be interpreted or acted on.

Core elements

Purpose

State the intended contribution in plain language and distinguish the enduring purpose from the current plan. Within the persona versus segmentation guide, connect this entry to input so the relationship can be reviewed rather than inferred.

Input

List the minimum complete inputs, their owners and due dates, and what happens when an input is late or unreliable. Within the persona versus segmentation guide, connect this entry to unit so the relationship can be reviewed rather than inferred.

Unit

Capture unit only at the level needed to answer: When should a team use descriptive personas versus classification-based segmentation? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the persona versus segmentation guide, connect this entry to output so the relationship can be reviewed rather than inferred.

Output

Capture output only at the level needed to answer: When should a team use descriptive personas versus classification-based segmentation? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the persona versus segmentation guide, connect this entry to use cases so the relationship can be reviewed rather than inferred.

Use cases

Capture use cases only at the level needed to answer: When should a team use descriptive personas versus classification-based segmentation? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the persona versus segmentation guide, connect this entry to strengths so the relationship can be reviewed rather than inferred.

Strengths

Capture strengths only at the level needed to answer: When should a team use descriptive personas versus classification-based segmentation? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the persona versus segmentation guide, connect this entry to limitations so the relationship can be reviewed rather than inferred.

Limitations

Capture limitations only at the level needed to answer: When should a team use descriptive personas versus classification-based segmentation? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the persona versus segmentation guide, connect this entry to combined workflow so the relationship can be reviewed rather than inferred.

Combined workflow

Capture combined workflow only at the level needed to answer: When should a team use descriptive personas versus classification-based segmentation? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the persona versus segmentation guide, connect this entry to limitations so the relationship can be reviewed rather than inferred.