In recent years we have become accustomed to thinking in segments. In this way we prepare personas with which we have given our target group a face. But at the same time this has also ensured that we automatically place a large part of our potential target group in boxes.

The message must connect well. That means that you will have to look beyond personas and ensure that you target the individual person.

… too many organizations still shape the design and development of mass-scale products and services based on quantitative insights (and the assumptions they produce). And while numbers may not lie, they don’t always tell the full story because they’re blind to human behaviors in context… (Fjord)