How can you make your customers or end users feel real, empathise with them and better understand what they really want and need? In this Brew Kerry, Mike and Pete discuss the power of Personas, and how BAs can create and use them effectively. The chat covers: what are Personas; avoiding stereotypes; customer research; using photos and names; how Personas link to other techniques such as User Stories and Empathy Mapping; and more. If you’re interested in Personas you may be interested in watching AssistKD’s recent Service Design webinar on ‘Roles, personas and customer journeys: challenges and misconceptions’. You can find it on our YouTube channel here.