What it is: Personas and archetypes are research-based representations of real users. They help teams understand and empathize with different user types by illustrating key characteristics, needs, and behaviors. When to use it: Develop personas early in the research process to define target audiences and validate product-market fit. They should be refined throughout the design cycle as new insights emerge. How it helps: This method establishes a human-centered foundation for decision-making, ensuring that design, content, and product features meet real user needs. It aligns teams around a shared understanding of users and prevents solutions based on assumptions. Key insights delivered: