Glossary · Discovery

Persona

A persona is a fictional-but-grounded profile that represents one real customer segment, built from research rather than imagination. It captures goals, pains, context, and behavior so the whole team designs for a specific person instead of a vague 'user'. Personas are only useful when every attribute traces back to evidence.

Related terms

Customer Interview

A structured 1:1 conversation that captures how users really behave, in their own words.

Empathy Map

A simple canvas capturing what a user thinks, feels, says, and does.

Jobs to be Done (JTBD)

A lens that frames a product as the 'job' a customer hires it to do, focusing on outcomes over features.

Target Market

The specific group of customers a product is designed to serve first.

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