The Next Frontier for User-Centered Design: Making User Representations More Usable  

Personas are detailed descriptions of imaginary people constructed out of well-understood, highly specified data about real people. We believe that when you use data to create personas, and use personas in a thoughtful way during the product development process, you will: increase your product's usability, utility, and general appeal; streamline your team's processes and improve your colleagues' abilities to work together; enable your company to make business decisions that help both your company and your customers; improve your company's bottom line.

Pruitt, John and Tamara Adlin. Elsevier (2006). Articles>User Centered Design>Methods>Personas