It sounds as they're looking for market segmentation rather than
personas. Personas should be built in a way that the fewest possible
can represent the needs of all. This facilitates efficiency in design.
Market segmentation and resulting profiles can be quite complex,
detailed and specific to faci
I would contend that you're both right. If you factor in the various
forces at work here: social, cultural, technological change that bring
on specialization. along with business and economic fluctuations that
call for generalization, I think you'll find an ongoing cycle where
specialization blooms
Here's a model describing the distinction between the roles. In
reality they are typically filled by 1 or 2 individuals.
http://www.challishodge.com/models_edequation.html
Note: the model is biased toward digital/interactive.
-challis
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