How many interviews do you need to build a good persona?

If you don’t know what a persona is: Read “Flat Stanley doesn’t live here” by Jennifer Doctor.
If you don’t have a good first guess: Cast a wide net and have many short (15 minute) conversations with many more people (30-50) to help you come up with a tighter target.
Once you have a tight target: Interview 20-30 for each unique persona
For B2B you will need to interview many people with the same role per company as you will be able to get into many fewer companies than 20-30.

Elaine Chen - January 31, 2020 21:33

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