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Demographics
Statistical data that groups users based on characteristics such as age, gender, income, education, and occupation, often used to identify and understand target audiences in design.
Persona
A persona is a fictional but realistic profile of the target user, based on real data and insights gathered from user research. It represents their goals, needs, behaviours, and limitations to help guide design decisions.
Population Stereotypes
A general assumption about how most users in a given culture or population behave or expect a product to function.
Scenarios
A scenario is a short, realistic story that describes how a user (often represented by a persona) interacts with a product in a specific context to achieve a goal.