Pros:

• Require a small time commitment and the UX team can gather necessary data in parallel with their other work
• Because qualitative personas are based on user data, they are accurate and provide key insights about users

Cons:

• Not based on large samples; no way to determine the proportion of your user population that each persona represents
• Due to the small-sample size, you may have inadvertently omitted some users or overrepresented outliers
• You may need to constantly push back on claims that qualitative personas are “not scientific”