A data-driven persona is derived from verifiable facts about the represented segment of the target population in sufficient amount for quantitative analysis.
An ideal persona is a proxy for a person. The person is the targeted user group, audience, or customer segment. An ideal persona both describes a segment and predicts the segment behavior.
Jansen, B. J., Salminen, J., and Jung, S.G. (2020) Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics. Data and Information Management. 4(1), 1-17. https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml
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