talk to at least a couple of power users.

Just as a persona has goals, the business has goals for that persona. You create personas to discover how best to serve your different types of users, but you should also agree on what you want them to do. Creating business objectives for each persona ensures that you don’t lose sight of the overall goal: creating a conversation with users that tur

Personas bring the team together to create one shared vision of exactly whom you’re designing for and what they want.

Unobstructed access to facts can produce unlimited good only if it is matched by the desire and ability to find out what they mean and where they lead. Facts are terrible things if left sprawling and unattended.

Think of personas as a decision-making tool that brings user research to life in a way that is actionable.

Another approach is to go where your users are and recruit there. This can be a physical place like a store, or a Web site discussion board, email list, or blog.

the order of the questions is important, not only because you want to make users feel comfortable, but also because the sequence of questions can create bias.

remember about finding a range of users is that goals, attitudes, and behaviors matter most. Getting a range of ages, incomes, and other demographics is less useful

Surveys are excellent for obtaining a large sample of responses on self-reported goals, behaviors, and attitudes.