“Persona grata” (how to use Personas in Business Analysis)

UX and marketing specialists have a wonderful tool – Personas. Both have been using this tool for a long time for different purposes: for marketing and advertisement, for interface design and product design in general. For such a long time that some people started disbelieving in their effectiveness. Some people has even started comparing Personas with other tools, that are incomparable (e.g. JTBD), to find out which is better. So, what is Personas? Why do you need them? What value can they bring for business analysts? What are the alternatives for Personas and what you should not compare them to? The talk will give you answers to all these questions and to some more (: