I have been working with personas for more than 20 years and was the first in the world to write a PhD about personas. I have helped companies in both the private and public sectors to develop and apply personas. I am interested in many aspects of the development and use of personas, including global personas, personas based on quantitative data, persona descriptions as communication to specific and different audiences and the relationship between persona description and data.

My research interest includes the integration of UX in agile development, including the use of personas.

I teach different aspects of innovation.