Persona Frameworks
Built from patterns in data, not demographics.
What They Are
Behavioral archetypes derived from research that represent distinct patterns in how people approach a problem or use a product. Not "Sarah, 34, marketing manager" — but the recurring motivations, constraints, and behaviors that actually predict how someone will interact with what you're building.
Why Behavioral, Not Demographic
Age and job title don't predict behavior. A 25-year-old and a 55-year-old might use your product in exactly the same way if they share the same motivations and context. Personas built on demographics feel real but don't inform design decisions. Personas built on behavior do.
How They Work
Identify recurring behavioral patterns across research participants. Cluster by approach and motivation, not demographics. Define the key dimensions that differentiate one persona from another. Validate against additional data to make sure the archetypes hold up.
What They Produce
A small set of archetypes that inform design decisions — "would this work for the cautious evaluator or only the power user?" Shared vocabulary the team can reference. And segmentation criteria for recruiting future research participants.