Need-based personas

A persona is a fictional, lively description of a person that represents (a part of) your target group. It helps to create empathy for your customer and provides inspiration to design user-centered solutions. Needs-based personas - often based on morphological psychology - differ from traditional demographic personas. As they are based on (a cluster of) customer needs, they go beyond demographic data (e.g. old or young, urban or rural). Thereby, they create a much deeper understanding of why customers do the things they do and what they expect from your organisation.

Because Koos conducted interviews in the context of our customers’ homes, they gave so much more understanding and depth to the personas.

— Janneke Bekkers Chain Manager, KPN
Do you know the needs of your customers?

UX design

Service blueprint

Design sprint

Morphological psychology

Brand strategy

Employee experience


User testing


Service Design toolkit