Leveraged quantitative and qualitative data to create user personas based on key attributes that we know large segments of DoSomething.org users belong to.
Research actually shows that humans gained the skill to anticipate other human behavior before we learned how to read and write. It was necessary for our survival. When we build product the hope is to harness those same abilities to anticipate behavior, and use them to fight for our user (in combination with user testing of course). - Excerpt from organization-wide presentation on new personas