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"Persona creator, Alan Cooper, claims that personas don’t contain demographic data and that demographics are antithetical to personas.

"He is wrong. Personas not only contain demographics data, but their design causes viewers to focus on demographics."

jtbd.info/yes-personas-focus-o

Personas are probably more misleading than they should be; might be a good idea to abstract them to the point of just enumerating user goals—at which point, why even use "personas?"

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