One of the most critical criteria for well-founded personas is sound material. When you have concluded step 1, and the relevant data is collected, you need to work out what differentiates the users to find both the number of personas and what constitutes their differences. Step 2 ‘You Form a Hypothesis’ describes how you form the first analysis of the data and from this formulate a hypothesis concerning what makes the users different—within your specific area of focus.
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