Personas represent typical users and their goals. Personas can be defined by dimensions that characterize and distinguish customer segments from one another. Persona dimensions are selected to inform the product or service experience under exploration. To this end, they may include demographic information, attitudinal information (key drivers, triggers, or motivations), behavioral information (habits and practices, barriers, experiences sought, needs and desires), and information about desired outcomes or associated trends. Analyse the types of potential users and organise them according to sets of shared attributes to define personas. It can be helpful to think of a persona as a personality type. A limited number of such personas should be created and considered as representing the target users for the project. This range of selected personas frames the opportunity space so that innovation teams can focus on them for building concepts. Concepts are built to address the needs of these personas and to fit with their context. In order to accurately create personas, without merely wishful thinking, it is important to rely on in-depth qualitative (and quantitative) research.