Personification

What:

Based on what you know about your customers, personify each segment. Create characters and give them names (Kevin, Annie, Sv en, etc.). Assign them known demographics, interests, and behaviors. Make them real.

Why:

Spreadsheets of customer data or more abstract segments can produce impersonal decisions. When customer segments come to life, it helps you better consider their wants and needs. It's more natural to optimize for "Kevin" than for "males aged 18-34."