Personas on MYLES — Strategy & Innovation Consultinghttps://myles-innovation.com/tags/personas/Recent content in Personas on MYLES — Strategy & Innovation ConsultingHugoenSun, 15 Mar 2026 00:00:00 +0100JTBD vs. Personas: Why Traditional Segmentation Failshttps://myles-innovation.com/blog/jtbd-vs-personas/Sun, 15 Mar 2026 00:00:00 +0100https://myles-innovation.com/blog/jtbd-vs-personas/<h2 id="the-six-personas-that-were-all-wrong">The Six Personas That Were All Wrong</h2> <p>A medical device company — a mid-size European firm with strong positions in surgical instruments — came to us with a problem. They had invested six months and a significant budget developing buyer personas for their flagship product line. Six detailed profiles: &ldquo;Efficient Eva,&rdquo; &ldquo;Research-Driven Rainer,&rdquo; &ldquo;Budget-Conscious Barbara,&rdquo; and three others. Each persona had a name, a photo, a backstory, demographics, psychographics, goals, frustrations, and preferred information channels.</p>