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Personas turn patterns in a study into a small set of memorable audience archetypes. Use them to compare needs, language and tensions without losing the participant evidence behind each group.

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Compare the audience

Start with the audience split, then choose the view that fits your task:
  • Cards show each persona’s headline, distinguishing traits, participant composition, signature quotes and members.
  • Compare aligns the same evidence across personas so differences are easier to see.
When a study has several segmentations, use the Segmentation selector to change the one shown on this page. Used across study identifies the segmentation used by interview filters and Question analysis; selecting another one here does not change those surfaces. Select a quote to open its source answer, or a participant to open the full interview.

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How personas are built

The process starts with the decisions the study needs to inform. The team proposes a segmentation axis, writes criteria that can be judged from the interviews and tests every participant against every persona. Ambiguous assignments lead to sharper criteria rather than a forced fit, and a participant can remain unassigned when no persona describes them well enough. The character is written after reading the participants assigned to that persona. Its voice makes the segment memorable, while its positions on the study topic remain grounded in participant answers and linked quotes. Details unsupported by the interviews are not presented as participant facts.

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Interpret personas carefully

A persona’s name, character and voice synthesize a group. They do not describe one real participant. Review its criteria, members, composition and linked quotes before using it in a decision. Some participants may remain unassigned because no persona fits well enough. Include them when describing the audience split. A persona reflects how a group spoke in this study; it does not predict the behavior of a market segment.

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Ask the personas

Open a chat with one persona or select several to compare their perspectives. Ask where they agree, what would make them reject a concept or which evidence challenges the main pattern. Responses draw on persona and participant material; open the citations before treating them as evidence. On a topic covered by the interviews, a persona answers from its participants and cites the supporting answers. On an adjacent topic, it can make a clearly marked inference. Outside the study, it says the interviews do not provide an answer. In a multi-persona conversation, each persona can react to the others but still supports its own position from its own participants. Use personas as a comparison in Question analysis, or read Synthetic panel before simulating responses beyond collected interviews.