In past columns, I’ve talked about creating personas and evaluating them. Today, I’ll explore how many personas are enough.

When clients ask us how many personas they should have, we typically tell them a handful — two to seven — is enough.

Not long ago, a client tried to identify its market segments and announced it would need 42 personas. After the uncovery process, we identified a need for 7 personas, not 42. The client was skeptical, believing we couldn’t address the needs of…

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