We start by defining the extremes of these traits, and then think about how the customers we've spoken to would fall along that line.

Let's think about something like how much support customers need to do something. Perhaps it's applying for a mortgage, or choosing investments. Very often you'll find that there are groups of customers who need a lot of help and reassurance that they're making the right decision, and others who want you to just get on with it.

And when we start to look at all our individual customers, we'll find that they naturally clump together based on combinations of traits like this. It's those clumps that are the beginnings of a persona grounded in research.