The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web

A

ages, 59, 176

analysis of variance (ANOVAs), 133, 159

appointments, 70

articles, 263–264

assumptions, 44, 56–57

attitudes

described, 37–38

examples of, 129–131

field studies and, 69–70

as interview topics, 66, 67

personas, 21, 193

quantitative personas, 87–88

range of, 59, 63

scenarios and, 190, 193

segmenting by, 128–132

attributes

key differences between, 162–167

number of, 143

for personas, 163, 184–185

primary candidates, 142

secondary candidates, 142–143

selecting for quantitative segmentation, 141–143

audience

key segments of, 29

presenting personas to, 206–212

quizzing about personas, 211–212

targeted, 19

audio clips, 210

B

bank personas, 119, 138, 207–208, 211– 212, 226–227

behaviors

actual, 86, 89

analyzing after site launch, 277–280 ...