User Persona Validation Techniques

“Personas are pointless.” I used to disagree. Then I agreed. Now? "It depends." Once, I spent six weeks building a set of personas (you can see one below). Blood, sweat, and not-so-fun tears. I put everything I knew into them which, to be fair, wasn’t much back then. I couldn’t sleep the night before the big reveal. And then... ↳ "Oh yeah, we already knew that." ↳ "This isn't our exact focus anymore" ↳ Nods but no action A big old flop. So, can personas be pointless? Absolutely. - If they’re made in isolation - If they aren’t tied to real decisions - If they don’t change how people work But when they do work, it’s because they’re built for decision-making, not lamination. Here are 5 ways to make personas actually useful, based on years of trial, error, and one too many sad personas gathering dust in Google Drive: 1. Run an “Information Needs” workshop before you start Ask your PMs, designers, and devs: “What do you wish you knew about our users to make better decisions?” Document their needs → design your research to answer them → bake those answers into your persona. 2. Build proto-personas collaboratively to surface assumptions early Before you do any research, map out what people think they know. Use sticky notes color-coded by: - Assumption - Analytics - Existing research This reveals gaps, misalignment, and gives you a jumpstart on where to dig deeper during interviews and information to include in your personas. 3. Anchor personas in journey stages, not personality traits Forget personality sliders or random hobbies. Instead, map: - What users are trying to accomplish - What frustrates them at each stage - Which tools they use and why If your persona doesn’t help answer: “What would break their flow here?," rewrite it. 4. Activate personas through workshops, not PDFs Don’t “present” personas, use them. Host an ideation workshop where teams solve for a key need or pain point. Or run a mini-hackathon based on persona insights. 5. Embed personas into rituals and review them quarterly Add a persona lens to roadmap planning: “Which persona does this initiative support?” Post them in your workspace, tag bugs/features with persona names, and revisit them every quarter to update insights. So no, personas aren’t inherently pointless. But pointless personas are everywhere. Always ask yourself: “Will this persona change what we do next?” // If you're struggling to put personas together and don't know what "bad" or "good" really look like, watch this video where I share and diagnose all the problems (and good parts) of the personas I created through the years: https://lnkd.in/etMeeSS9

The best PMM research doesn’t come from collecting more data. It comes from collecting data from more SOURCES...aka triangulation. Triangulation helps you improve the validity, depth, and confidence of your findings by cross-checking insights across distinct but complementary data sources. This helps reduce bias and reduce how much you need from a single data source. For instance, for most B2B personas, just 5 solid interviews will get you 80% there, if you complement it with other sources. So, how can you apply this practically? Let’s go through a real example: Research question: What key benefits should we emphasize in the messaging for our primary persona, Business Ops leads? 1️⃣ Data source 1: Qualitative (what they say) Sources (pick one or more): --> 4 customer interviews with biz ops leads --> Gong snippets from late-stage technical eval calls --> Internal CSM notes during onboarding and renewal   Common quotes include: “Every tool we add creates another integration headache.” “I just want something that doesn’t break other things.” This suggests they care less about flashy features and more about stability, reliability, and ease of maintenance. Now let’s verify this by going thru behavior data. 👇 2️⃣ Data source 2: behavioral (what they do) Sources (pick one or more): --> Support logs and ticket categories for similar accounts --> Feature usage of admin controls, integrations, and audit logs --> Help center searches by role/persona tag Insights: → Ops users are most active in integration, data sync, and permission → High NPS users rarely file tickets, but when they do, it’s for downtime or bugs, not UI complaints This confirms that reliability and ease of system management drive real behavior. 3️⃣ Data source 3: outcome ( what they choose) Sources: --> Win/loss notes --> Procurement objections tagged by role --> Post-sale NPS comments filtered by Business Ops titles Insights: → In wins: “Didn’t have to loop in Engineering” or “We were able to integrate in 1 sprint” → High NPS Ops users cite: “It just works. Rarely need to touch it.” This confirms that the decision patterns match the earlier sentiments. ✅ Triangulated insight: “Business Ops leaders prioritize system trust and low-maintenance integrations; they will choose a solution that promises stability, control, and minimal firefighting over advanced features.” In summary, triangulated findings are more defensible, easier to get buy in and more resistant to bias. You won’t always have time for deep research, especially in a startup. But even a scrappy mix of 2–3 sources can level up your insight. The good news is you can use AI to speed up the grunt work, and then YOU bring the insight. This is the type of work that helps you drive business strategy and get seen. ❓ When you build personas or messaging, what sources do you pull from? #productmarketing #research #strategy #coaching 

I often felt that user research and creating personas were a guessing game and a waste of time. I was wrong. Here is how to ensure the research brings great results: It can indeed feel like a pointless exercise when you're doing research just to check a box, or when your personas end up being a slide nobody ever opens again. The truth is, only good research drives good decisions. So, why isn't it always good? 1) You interview too few people, or only those easy to reach Talking to just five people from your internal network or friends of friends rarely gives you a full picture. If you don't capture a range of motivations and use cases, you're likely building for a narrow and biased segment. 2) You ask leading questions When people sense what you want to hear, they try to be nice. This results in empty validation that hides the real frictions they face. 3) You stop at surface-level insights If the notes are a collection of generic statements like "I want it to be easy to use," you’re not learning anything actionable. Real insights come from digging into stories, context, and behavior. 4) Your findings aren't actionable Insights without a direct impact on what you're building tend to fade into the background. If you can't point to how research shaped a feature or decision, it's just noise. 𝗪𝗵𝗮𝘁 𝗺𝗮𝗸𝗲𝘀 𝗶𝘁 𝗿𝗲𝗹𝗶𝗮𝗯𝗹𝗲 • Focus on behavior, not opinion: Asking people to describe what they did in a specific situation reveals more truth than asking them what they want. • Pattern recognition for the win: It’s tempting to anchor on one powerful quote, but decisions based on isolated comments are dangerous. The goal is to spot repeated patterns across interviews and use those to inform the product direction. • Co-create personas with your team: This way, they use them, not ignore them. Personas made in isolation often fail because they don’t feel real or relevant. Involving designers, engineers, and even sales in creating personas helps ensure they are grounded in actual experience and get referenced often.    𝗧𝗼𝗼𝗹𝘀 𝘁𝗵𝗮𝘁 𝗰𝗮𝗻 𝗵𝗲𝗹𝗽 • Maze makes it easy to run user tests without scheduling interviews. It’s great for testing flows, copy, and concepts with actual users at scale. • WhiteBridge.ai helps you to identify similar people or talk to completely fresh prospects. • Dovetail allows you to tag and synthesize interview data efficiently. You can quickly identify themes and build a research repository that your team can access anytime.    Remember, if you can't do it right, you shouldn't do it at all. There are other ways to make the best product bets possible. Do you trust in your user research? Sound off in the comments! #productmanagement #productmanager #userresearch P.S. To become a Product Manager who can perform good research, be sure to check out my courses on www. drbartpm. com :)