Feature Article: Using Workforce Personas toTailor IT Services

posted Apr 26, 2010, 3:27 PM by Kurt Marko
In this week's Processor Magazine I examine the use of so-called workforce personas as a mechanism for IT to discover user needs and develop a service portfolio customized to different work styles and job requirements. Although personas have historically been used by marketing departments for product development or targeted advertising campaigns, they can be a powerful tool for IT. An analyst at Forrester Research surveyed their clients and found that the most important segmentation parameters for information workers are the number of applications each uses and the number of locations they typically work from on a PC or smartphone -- essentially dividing IT's user base into four segments.