Criticism
Criticism of personas falls into three general categories: analysis of the underlying logic, concerns about practical implementation, and empirical results (cf. Chapman and Milham, 2006; Rönkkö, 2005).
In terms of scientific logic, it has been argued that because personas are fictional, they have no clear relationship to real customer data and therefore cannot be considered scientific. Chapman & Milham (2006) described the purported flaws in considering personas as a scientific research method. They argued that there is no procedure to work reliably from given data to specific personas, and thus such a process is not subject to the scientific method of reproducible research.
For practical implementation, Portigal (2008) has claimed that personas give a "cloak of smug customer-centricity" while actually distancing a team from engagement with real users and their needs. He argued that real-world stories and customer immersion would better serve designers to understand the needs of users.
A fourth problem with using personas is that some organisations are not ready for the methodology. Creating hypothetical users with real names, stories and personalities may seem unserious and whimsical to some people, teams or organisations.
Read more about this topic: Persona (marketing)
Famous quotes containing the word criticism:
“However intense my experience, I am conscious of the presence and criticism of a part of me, which, as it were, is not a part of me, but a spectator, sharing no experience, but taking note of it, and that is no more I than it is you. When the play, it may be the tragedy, of life is over, the spectator goes his way. It was a kind of fiction, a work of the imagination only, so far as he was concerned.”
—Henry David Thoreau (1817–1862)
“The critic lives at second hand. He writes about. The poem, the novel, or the play must be given to him; criticism exists by the grace of other men’s genius. By virtue of style, criticism can itself become literature. But usually this occurs only when the writer is acting as critic of his own work or as outrider to his own poetics, when the criticism of Coleridge is work in progress or that of T.S. Eliot propaganda.”
—George Steiner (b. 1929)
“The aim of all commentary on art now should be to make works of art—and, by analogy, our own experience—more, rather than less, real to us. The function of criticism should be to show how it is what it is, even that it is what it is, rather than to show what it means.”
—Susan Sontag (b. 1933)