Persona is a technique for enhancing user understanding and improving
the user-centered design of digital products. Persona creation has
traditionally been divided into Qualitative, Quantitative, and Mixed
Methods approaches. However, no literature systematically contrasts the
strengths and weaknesses of these approaches. We review the literature
to map the strengths and weaknesses of these approaches and evaluate the
potential of personas for the domain of digital innovation. We provide
insights for better creation and use of personas by both researchers and
practitioners, especially those that are new to personas, deploying
personas in a new domain, or familiar with only one of the persona
creation approaches.