 Because it is a character sketch, it is sometimes easier for decision makers to internalize the key needs of the segment than it would be by reading large quantities of information.A typical approach is to create the segment based on customer analysis such as customer interviews, ethnographic research, and statistical surveys.Then assemble key decision makers or stakeholders, present the findings of the personas, and use them to kick start a brainstorming session around different online initiatives that can meet the persona's needs and goals.