- Proto personas: Quickly align the team’s existing assumptions about who their users are, but not based on (new) research
- Qualitative personas: Based on small-sample qualitative research, such as interviews,  usability tests, or field studies
- Statistical personas: Initial qualitative research informs a statistical analysis on a survey of a larger sample

3 Types of Personas

- Quick, empathy-inducing shorthands for our users’ context, motivations, needs, and approaches to using our products
- Meant to help us focus on what matters most to our users
- Must always be rooted in qualitative understandings and reflect the what and why that drives user decisions
- Should not be based on correlations between different demographic or analytics variable
- Not exhaustive, they have to be memorable, actionable, and distinct from one another

University of Virginia, Charlottesville

https://www.nngroup.com/articles/persona-types/

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