{"id":708817,"date":"2020-12-01T11:13:52","date_gmt":"2020-12-01T19:13:52","guid":{"rendered":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/?post_type=msr-blog-post&#038;p=708817"},"modified":"2020-12-01T11:22:01","modified_gmt":"2020-12-01T19:22:01","slug":"want-to-understand-your-user-base-try-this-user-modeling-approach","status":"publish","type":"msr-blog-post","link":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/articles\/want-to-understand-your-user-base-try-this-user-modeling-approach\/","title":{"rendered":"Want to understand your user base? Try this user modeling approach"},"content":{"rendered":"<p>By <a class=\"msr-external-link glyph-append glyph-append-open-in-new-tab glyph-append-xsmall\" rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/valentina-strachan-83a3256\/\">Valentina Strachan<span class=\"sr-only\"> (opens in new tab)<\/span><\/a><\/p>\n<p><span data-contrast=\"none\">Personas, Customer Segments, and Role-Based Models\u202fare all\u00a0<\/span><span data-contrast=\"none\">approaches that user researchers employ<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"none\">to<\/span><span data-contrast=\"none\">\u00a0represent our insights about types of users and their characteristic<\/span><span data-contrast=\"none\">s. The question of w<\/span><span data-contrast=\"none\">hich representation is best<\/span><span data-contrast=\"none\">\u00a0is one\u00a0<\/span><span data-contrast=\"none\">that\u2019s<\/span><span data-contrast=\"none\">\u00a0consistently asked and revisited<\/span><span data-contrast=\"none\">\u00a0within our discipline<\/span><span data-contrast=\"none\">.\u00a0<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">First,\u00a0<\/span><span data-contrast=\"none\">why<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"none\">build\u00a0<\/span><span data-contrast=\"none\">a user model\u00a0<\/span><span data-contrast=\"none\">(UM)\u00a0<\/span><span data-contrast=\"none\">at all? To put it simply, discussions at the customer level bring product teams together<\/span><span data-contrast=\"none\">; user models synthesize\u00a0<\/span><span data-contrast=\"none\">and summarize\u00a0<\/span><span data-contrast=\"none\">customer information to\u00a0<\/span><span data-contrast=\"none\">facilitate<\/span><span data-contrast=\"none\">\u00a0those discussions.\u00a0<\/span><span data-contrast=\"none\">We\u00a0<\/span><span data-contrast=\"none\">have\u00a0<\/span><a class=\"msr-external-link glyph-append glyph-append-open-in-new-tab glyph-append-xsmall\" rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/medium.com\/microsoft-design\/kill-your-personas-1c332d4908cc\"><span data-contrast=\"none\">moved from personas to UMs\u00a0<\/span><span data-contrast=\"none\">be<\/span><span data-contrast=\"none\">cause\u00a0<\/span><span data-contrast=\"none\">personas\u00a0<\/span><span data-contrast=\"none\">reduce customers to an average that doesn\u2019t exist<\/span><span class=\"sr-only\"> (opens in new tab)<\/span><\/a><span data-contrast=\"none\">. UMs allow for\u00a0<\/span><span data-contrast=\"none\">a broader<\/span><span data-contrast=\"none\">\u00a0representation of\u00a0<\/span><span data-contrast=\"none\">a range\u00a0<\/span><span data-contrast=\"none\">of customers.\u00a0<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">To help drive\u00a0<\/span><span data-contrast=\"none\">consistency in this area,<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"none\">I\u00a0<\/span><span data-contrast=\"none\">led<\/span><span data-contrast=\"none\">\u00a0an effort a few years ago to unify\u00a0<\/span><span data-contrast=\"none\">a different\u00a0<\/span><span data-contrast=\"none\">division\u2019s\u00a0<\/span><span data-contrast=\"none\">user models.\u00a0<\/span><span data-contrast=\"none\">We started by asking a foundational question: \u201cWhat goals\u202fare UX professionals and\u00a0<\/span><span data-contrast=\"none\">p<\/span><span data-contrast=\"none\">roduct\u00a0<\/span><span data-contrast=\"none\">t<\/span><span data-contrast=\"none\">eam members trying to achieve with the help of customer type representations?\u201d The answer was one\u00a0<\/span><span data-contrast=\"none\">with which all the stakeholders agreed.\u00a0<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/p>\n<p><i><span data-contrast=\"none\">The answer:\u00a0<\/span><\/i><i><span data-contrast=\"none\">Main insights\u00a0<\/span><\/i><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">The\u00a0<\/span><span data-contrast=\"none\">three<\/span><span data-contrast=\"none\">\u00a0goals for a\u00a0<\/span><span data-contrast=\"none\">UM<\/span><span data-contrast=\"none\">\u00a0that were rated highest across all respondents were related to\u202fwhy\u202fwe are representing users in the first place. Our model needed to:<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"7\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Generate\u202f<\/span><\/b><b><span data-contrast=\"none\">e<\/span><\/b><b><span data-contrast=\"none\">mpathy:<\/span><\/b><span data-contrast=\"none\">\u00a0Teams wanted to use the UM to \u201cput them in the users\u2019 shoes\u201d (e.g.,\u00a0<\/span><span data-contrast=\"none\">having an understanding of<\/span><span data-contrast=\"none\">\u00a0users\u2019 demographics\/characteristics, pain points, goals, and scenarios when conceptualizing new solutions or to role-play when walking through designs).<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"7\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Be\u202f<\/span><\/b><b><span data-contrast=\"none\">m<\/span><\/b><b><span data-contrast=\"none\">easurable:<\/span><\/b><span data-contrast=\"none\">\u00a0Which\u00a0<\/span><span data-contrast=\"none\">included<\/span><span data-contrast=\"none\">\u00a0two components, (1) the user types themselves exist and are accurate &#8211; validated through customer feedback and statistical data, and (2) we track the success of our product for each\u00a0<\/span><span data-contrast=\"none\">relevant<\/span><span data-contrast=\"none\">\u00a0user type.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"7\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Be\u202f<\/span><\/b><b><span data-contrast=\"none\">a<\/span><\/b><b><span data-contrast=\"none\">gile and\u00a0<\/span><\/b><b><span data-contrast=\"none\">a<\/span><\/b><b><span data-contrast=\"none\">daptive:<\/span><\/b><span data-contrast=\"none\">\u00a0UX professionals and product team members wanted to quickly perceive, capture, and integrate insights to evolve the UM, so the model stays up-to-date and mirrors the real world.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">The next\u00a0<\/span><span data-contrast=\"none\">four<\/span><span data-contrast=\"none\">\u00a0highest priority goals had to do with\u202fwhat\u202finformation\u202fthe UM portrays<\/span><span data-contrast=\"none\">. Most<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"none\">current\u00a0<\/span><span data-contrast=\"none\">u<\/span><span data-contrast=\"none\">ser\u00a0<\/span><span data-contrast=\"none\">m<\/span><span data-contrast=\"none\">odels\u00a0<\/span><span data-contrast=\"none\">don\u2019t<\/span><span data-contrast=\"none\">\u00a0do a great job<\/span><span data-contrast=\"none\">\u00a0with\u00a0<\/span><span data-contrast=\"none\">the majority of<\/span><span data-contrast=\"none\">\u00a0this type of info<\/span><span data-contrast=\"none\">.\u00a0<\/span><span data-contrast=\"none\">Team members prioritized:<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"none\">An easy way to\u202f<\/span><\/b><b><span data-contrast=\"none\">c<\/span><\/b><b><span data-contrast=\"none\">ontact\u00a0<\/span><\/b><b><span data-contrast=\"none\">u<\/span><\/b><b><span data-contrast=\"none\">sers:\u00a0<\/span><\/b><span data-contrast=\"none\">This was one of the most insightful \/ surprise findings. User\u00a0<\/span><span data-contrast=\"none\">m<\/span><span data-contrast=\"none\">odels hardly ever give you a way to speak to a user, yet that was the #1 request for specific content to include in a particular role: a link to reach out to this type of user with a question.<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Short\u00a0<\/span><\/b><b><span data-contrast=\"none\">l<\/span><\/b><b><span data-contrast=\"none\">abels\u202fas a common language\/shorthand<\/span><\/b><span data-contrast=\"none\">\u00a0(e.g., role name) for all the data\/info<\/span><span data-contrast=\"none\">rmation\u00a0<\/span><span data-contrast=\"none\">related to one user type, to improve our communication\u00a0around\u00a0our users.<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Behavior-<\/span><\/b><b><span data-contrast=\"none\">b<\/span><\/b><b><span data-contrast=\"none\">ased\u00a0<\/span><\/b><b><span data-contrast=\"none\">m<\/span><\/b><b><span data-contrast=\"none\">odels<\/span><\/b><span data-contrast=\"none\">, or modeling customers based on their behaviors with our products (e.g., through telemetry or screen captures): people with similar behaviors cluster together to define a unique role.<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"none\">A\u202f<\/span><\/b><b><span data-contrast=\"none\">c<\/span><\/b><b><span data-contrast=\"none\">omprehensive\u00a0<\/span><\/b><b><span data-contrast=\"none\">l<\/span><\/b><b><span data-contrast=\"none\">andscape:<\/span><\/b><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"none\">The UM<\/span><span data-contrast=\"none\">\u00a0provides an understanding of the customer type\u2019s journey across our products and beyond<\/span><span data-contrast=\"none\">,<\/span><span data-contrast=\"none\">\u00a0for a holistic view.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">There were also some goals that were highly rated by individual\u00a0disciplines. For example:<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Inform\u00a0<\/span><\/b><b><span data-contrast=\"none\">d<\/span><\/b><b><span data-contrast=\"none\">esign<\/span><\/b><span data-contrast=\"none\">:\u00a0The UM\u00a0provides info about lower-level, feature-specific interactions to help make design decisions.\u00a0<\/span><span data-contrast=\"none\">(<\/span><span data-contrast=\"none\">Ranked especially high with Designers.<\/span><span data-contrast=\"none\">)<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Onboarding\/<\/span><\/b><b><span data-contrast=\"none\">r<\/span><\/b><b><span data-contrast=\"none\">efresher<\/span><\/b><span data-contrast=\"none\">:\u00a0The UM\u00a0provides a fast way to\u00a0onboard\u00a0onto a new product or feature area by providing a digestible synopsis of what we know about the customer type for each product\/feature area.\u00a0<\/span><span data-contrast=\"none\">(<\/span><span data-contrast=\"none\">Ranked especially high with PMs and Eng<\/span><span data-contrast=\"none\">ineering<\/span><span data-contrast=\"none\">.)<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Map\u00a0<\/span><\/b><b><span data-contrast=\"none\">u<\/span><\/b><b><span data-contrast=\"none\">ser\u00a0<\/span><\/b><b><span data-contrast=\"none\">t<\/span><\/b><b><span data-contrast=\"none\">ypes to\u00a0<\/span><\/b><b><span data-contrast=\"none\">d<\/span><\/b><b><span data-contrast=\"none\">ivision\u00a0<\/span><\/b><b><span data-contrast=\"none\">p<\/span><\/b><b><span data-contrast=\"none\">roducts<\/span><\/b><span data-contrast=\"none\">: An overview of our customers, cross-product scenarios, all-up workflows, and which products are related to which customer type.\u00a0<\/span><span data-contrast=\"none\">(<\/span><span data-contrast=\"none\">Ranked especially high with Leads\/Managers.<\/span><span data-contrast=\"none\">)<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Screener\u00a0<\/span><\/b><b><span data-contrast=\"none\">c<\/span><\/b><b><span data-contrast=\"none\">riteria<\/span><\/b><span data-contrast=\"none\">: Having a screener associated with each customer type (for consistency in recruiting participants to match that segment).\u00a0<\/span><span data-contrast=\"none\">(<\/span><span data-contrast=\"none\">Ranked especially high with Researchers.<\/span><span data-contrast=\"none\">)<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><i><span data-contrast=\"none\">Impact<\/span><\/i><i><span data-contrast=\"none\">\u00a0and recommendations<\/span><\/i><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Based on the learnings above, we came up with a set of\u00a0<\/span><span data-contrast=\"none\">UM\u00a0<\/span><span data-contrast=\"none\">design recommendations<\/span><span data-contrast=\"none\">.\u00a0<\/span><span data-contrast=\"none\">Some<\/span><span data-contrast=\"none\">\u00a0important\u00a0<\/span><span data-contrast=\"none\">approaches<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"none\">included<\/span><span data-contrast=\"none\">:<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Single name and photo<\/span><\/b><span data-contrast=\"none\">\u00a0are an important part of using UM as a communication tool \u2013 even if we share multiple sample case studies related to each.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Enable direct and indirect contact<\/span><\/b><span data-contrast=\"none\">\u00a0with the user types \u2013 indirect by showing insights related to the segment & direct by surfacing ways of contacting that type of user.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Every user type and every insight<\/span><\/b><span data-contrast=\"none\">\u00a0listed about them is backed by UX research and large-scale data. None of the info<\/span><span data-contrast=\"none\">rmation<\/span><span data-contrast=\"none\">\u00a0is made up or fake (as was the case for personas). Ranges and variability in responses are shown.<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Failed hypotheses are celebrated and visible:<\/span><\/b><span data-contrast=\"none\">\u00a0E.g., if a role that was hypothesized turned out not to exist in the real world, that knowledge is still valuable.<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Product team members can be active participants<\/span><\/b><span data-contrast=\"none\">\u00a0in further curating the user model \u2013 if\u00a0<\/span><span data-contrast=\"none\">they\u2019re<\/span><span data-contrast=\"none\">\u00a0allowed to ask questions about the user roles (and perhaps even share their own evidence).<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Include usage telemetry insights<\/span><\/b><span data-contrast=\"none\">\u00a0about\u00a0individual user\u00a0<\/span><span data-contrast=\"none\">types\u2019<\/span><span data-contrast=\"none\">\u00a0behavior<\/span><span data-contrast=\"none\">s<\/span><span data-contrast=\"none\">\u00a0within and across our products.<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Provide the user journey<\/span><\/b><span data-contrast=\"none\">\u00a0for each user type, not only within a product, but across products as well<\/span><span data-contrast=\"none\">.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">While these<\/span><span data-contrast=\"none\">\u00a0insights and results\u00a0<\/span><span data-contrast=\"none\">were\u00a0<\/span><span data-contrast=\"none\">specific to\u00a0<\/span><span data-contrast=\"none\">my division at a particular point in time<\/span><span data-contrast=\"none\">, the methodology\u00a0<\/span><span data-contrast=\"none\">we employed in<\/span><span data-contrast=\"none\">\u00a0developing our user model\u00a0<\/span><span data-contrast=\"none\">can be re<\/span><span data-contrast=\"none\">peated\u00a0<\/span><span data-contrast=\"none\">as our users change and as our needs and goals evolve.<\/span><span data-contrast=\"none\">\u00a0By sharing the thought process, my hope is that it will enlighten your\u00a0<\/span><span data-contrast=\"none\">efforts to understand your user base.\u00a0<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":160,\"335559740\":240}\">\u00a0<\/span><\/p>\n<p><strong class=\"\">What do you think? How has your team used user models? Will these ideas help enhance your work? What would you change or add to these recommendations? <\/strong><strong class=\"\">Tweet us your thoughts\u00a0<a class=\"msr-external-link glyph-append glyph-append-open-in-new-tab glyph-append-xsmall\" rel=\"noopener noreferrer\" target=\"_blank\" href=\"http:\/\/www.x.com\/MicrosoftRI\">@MicrosoftRI<span class=\"sr-only\"> (opens in new tab)<\/span><\/a>\u00a0or\u00a0<a class=\"msr-external-link glyph-append glyph-append-open-in-new-tab glyph-append-xsmall\" rel=\"noopener noreferrer\" target=\"_blank\" href=\"http:\/\/www.facebook.com\/MicrosoftRI\">follow us on Facebook<span class=\"sr-only\"> (opens in new tab)<\/span><\/a>\u00a0and join the conversation.<\/strong><\/p>\n<p class=\"\"><em>Valentina (Grigoreanu) Strachan is a Senior Design Research Lead. She has a PhD in Computer Science with a focus on Human-Computer Interaction (HCI). In her 10 years as an HCI and UX Researcher, she has conducted in-depth research on a variety of software products for end-user programmers, IT professionals, information workers, software developers, and now consumers. Valentina looks for ways to push the UX Research discipline forward. One common thread across her projects has been to use Artificial Intelligence to inform HCI\/UX Research in all phases (e.g., sequential pattern mining and cluster analysis to analyze clickstream data, a conversational agent to improve product team members\u2019 customer conversations). She has also created new research methodologies to maximize the impact of research findings on products (e.g., the Informal Cognitive Method, the Research on Demand toolkit). Valentina has more than 20 publications based on this research, which she has presented at leading HCI conferences such as ACM\u2019s CHI, and IEEE\u2019s VL\/HCC, and IFIP\u2019s INTERACT.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Discussions at the customer level bring product teams together; user models (UMs) synthesize\u00a0and summarize\u00a0customer information to\u00a0facilitate\u00a0those discussions.\u00a0This article discusses the move from personas to UMs\u00a0because\u00a0personas\u00a0reduce customers to an average that doesn\u2019t exist, while UMs allow for\u00a0a broader\u00a0representation of\u00a0a range\u00a0of customers.\u00a0\u00a0<\/p>\n","protected":false},"author":38703,"featured_media":709099,"template":"","meta":{"msr-url-field":"","msr-podcast-episode":"","msrModifiedDate":"","msrModifiedDateEnabled":false,"ep_exclude_from_search":false,"_classifai_error":"","msr-content-parent":616842,"msr_hide_image_in_river":0,"footnotes":""},"research-area":[],"msr-locale":[268875],"msr-post-option":[],"class_list":["post-708817","msr-blog-post","type-msr-blog-post","status-publish","has-post-thumbnail","hentry","msr-locale-en_us"],"msr_assoc_parent":{"id":616842,"type":"group"},"_links":{"self":[{"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-blog-post\/708817","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-blog-post"}],"about":[{"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/types\/msr-blog-post"}],"author":[{"embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/users\/38703"}],"version-history":[{"count":8,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-blog-post\/708817\/revisions"}],"predecessor-version":[{"id":709102,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-blog-post\/708817\/revisions\/709102"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/media\/709099"}],"wp:attachment":[{"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/media?parent=708817"}],"wp:term":[{"taxonomy":"msr-research-area","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/research-area?post=708817"},{"taxonomy":"msr-locale","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-locale?post=708817"},{"taxonomy":"msr-post-option","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-post-option?post=708817"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}