Hi Eduardo!

Thanks a lot for the reply. :)

What you're describing are socio-demographic segments, not personas. Again, I can only recommend to read Alan Cooper's About Face to understand what proper personas are. ("A Persona encapsulates a distinct set of behavior patterns [...] These patterns, along with specific motivations or goals, define our persona," p. 67; Personas versus user profiles, p. 71; "Personas are segmented along ranges of usage behavior, not demographics or buying behavior," p.71) The guy invented them, so I suppose he knows what he's talking about.

Independent of that, if you read my comment carefully, you'll discover that I never said personas and JTBDs are the same thing. I said "rooted in the exact same qualitative and quantitative research" and "different representations of the same underlying facts/truth." Neither of them mean "the same thing."

Best,

Max