Ten simple rules on how to set up an Innovation Boot Camp for exploitation of research results
Fig 2
Persona modelling: two user archetypes.
The use of ‘personas’ as archetypes of the users of an innovation helps to understand the problems, motivations, needs and emotions of potential users and to identify commonalities in terms of purchasing preferences, social relationships, consumption habits and age. Two personas are shown here: Maria, developed during our real-life IBC event to represent an end user in the case of the sunscreen innovation, and Benjamin, a fictional decision-maker persona for a screening platform for detecting drug residues in water. Together, these examples illustrate the importance of capturing both the user and decision-maker perspectives to support user-centred innovation design.