Two General Approaches: Quantitative and Qualitative
| Quantitative | Qualitative | |
| Data collection methods | Automated analytics platforms, surveys, customer relationship management (CRM) systems | Interviews, focus groups, qualitative surveys |
| Data types collected | Demographics, behavioural attributes | Demographics, behavioural attributes, goals, pain points, barriers, strengths |
| Data analysis methods | Algorithmic and statistical methods; focus on numbers | Thematic analysis, content analysis, grounded theory, etc; focus on stories |
Mixed-methods approaches combine elements of each of the above.
Scoping Review of Approaches
This scoping review summarizes more approaches & full strategies used for persona design.
Persona Design Example
The following example shows one approach in further detail.
Saima is an older adult who struggles with navigating digital healthcare services.
- Identify Saima’s:
- needs/goals
- challenges/frustrations
- values/beliefs
- assets/strengths
- Consider dimensions of diversity and oppression:
- language
- family and support structure
- level of digital literacy
- trust based on prior experiences