Buyer Personas

How Does an Imaginary Persona’s Attractiveness Affect Designers’ Perceptions and IT Solutions? An Experimental Study on Users’ Remote Working Needs

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The “what is beautiful is good” (WIBIG) effect implies that observers tend to perceive physically attractive people in a positive light. In this research, led by Joni Salminen, we investigate how the WIBIG effect applies to user personas, measuring designers’ perceptions and task performance when employing user personas for the design of information technology (IT) […]

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SME Personas: Creating Customer Personas for Small to Medium-sized Enterprises

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Customer Understanding for SMEs Customer understanding is an integral part of a business, whether a big business, a small to medium-sized enterprise (SME), or small to medium-sized business (SMB), and it is crucial for a small business in a competitive market.  Customer personas can help your SME in this customer understanding. Though it may seem

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