Why Personas Should Be Evidence-Based Demand Clusters
Strategists, designers, HR
What separates a useful persona from a fictional one?
Personas are not fictional user types; they are evidence-based demand clusters with spatial consequences. 'Meet Sarah' imports stereotype; a measured cluster compresses real variance into designable structure.
- The marketing persona's failure modes in workplace use
- Deriving clusters from measured demand
- The validity tests: coherence, distinction, coverage
- Spatial consequences or decoration
- Segmentation methodology
- Cluster validity literature
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Persona Development
The construction of evidence-based demand clusters with spatial consequences — replacing fictional user types with measured population segments.
Dynamics Assessment
A structured workforce assessment capturing reported People and Process demand: work patterns, activities, locations, preferences, experience and reported occupancy.
Taxonomy Alignment
The translation of selected priorities into quantified spatial demand: settings, capacities, sharing ratios, density, enclosure, adjacencies, zoning and programme requirements.