12.8 Personas and segment stories

Personas can make segments memorable, but they can also turn weak assumptions into confident stories. Describe observed behaviour, uncertainty, and the action the segment supports. Do not infer income, motivation, technology comfort, loyalty, family structure, or preferences from age, location, or another demographic field without evidence.

A useful segment description might state: “Members in this group make frequent weekday visits, use several services, and have high twelve-month retention.” An unsupported description might add that they are affluent, highly motivated, or prefer particular communication channels when those traits were never measured.