“
One way to synthesize these varying needs
is the use of personas that express the information
values within a business culture.”
The Hunter/Gatherer:
Information about new opportunities
The Hunter persona searches for new business
opportunities, manages customers and brings in new
business. Here, typical information architectures would
support Customer Relationship Management (CRM),
Master Data Management (MDM), Customer Data
Integration (CDI) and the like.
The Villager:
Information to accomplish day-to-day tasks
The villager persona typically manages the data required
to accomplish information needs. These include
managing data stores, data quality, metadata, report
preparation and other data support functions.
The Explorer:
Enterprise-wide discovery for innovation
The explorer in an enterprise is typically future facing and is
concerned with the discovery of new opportunities. While some
enabling architectures here can be support activities like trend
analysis, much of the explorer’s use of information is ‘discovery’
in nature and may not benefit from pre-determined reports. It
also typically includes complex analyses of both structured and
unstructured information.
The Storyteller:
Information publishing, data visualization an