When to use data driven personas and when to make them up?

1. What are data driven personas?
2. Why would you create customer personas?
3. What two research techniques are used to develop personas?

What are data driven personas?

Data-driven persona uses algorithms to create finer segments of customers and uses real-time data to generate characteristics for the description of your personas. It also infers patterns from customer's interaction with online content and websites that possess such information.

Why would you create customer personas?

Customer personas help businesses understand the people they're trying to sell to and how those people will be using their product or service – they're particularly useful for marketing and product design departments.

What two research techniques are used to develop personas?

Personas can originate from a combination of surveys, user interviews, observations, or any other user research method mentioned in this book. Personas are different from segmentation because data are collected with the focus on the problem area that the given project embraces.