Matt shares his perspective on personas and why he favors behavioral archetypes. He discusses the strengths and pitfalls of personas, the role of behavioral science in UX research, and alternative methods for building empathy beyond traditional research. 🔎 Do you want to know more? Check out this episode at:  https://www.uxtweak.com/podcast/matt-wallaert-personas-vs-archetypes/ Episode highlights 00:00:59 - Guest Introduction 00:06:45 - Critique of Personas 00:13:13 - Behavioral Archetypes 00:22:01 - Building Empathy 00:24:36 - Research and User Advocacy About our guest Matt Wallaert For almost 20 years, Matt Wallaert has been applying behavioral science to practical problems.  After leaving academia, his career as an executive lead from startups (Thrive, Churnless) to the Fortune 500 (Microsoft, CapGemini) and back again, before founding BeSci.io (Behavioral Science in organizations), where he and the world’s most experienced behavioral science leaders help companies grow applied behavioral science capabilities within their organizations. In his book Start At The End and other writings, as well as hundreds of talks from the UN to SXSW, Wallaert details how the cycle of behavioral strategy, insights, design, and evaluation can help us build products and services that change behavior.  From the janitor to the CEO, his approachable frameworks show how everyone can incorporate behavioral science into what they do, no PhD required. Wallaert’s side projects consistently focus on creating greater equity in the world, like GetRaised, which has helped underpaid women ask for and earn over $3.6B in salary increases, and his research reports, like MediocreWhiteMen, blend humor and science to help work toward change.  He can usually be found wearing cowboy boots and gesturing wildly.  🔎 Where to follow Matt LinkedIn / His web About this podcast: Welcome to UX Research Geeks, where Tina Ličková, a researcher and strategist, talks with researchers from around the globe about topics that matter to them.  🐝 Brought to you by UXtweak, an all-in-one UX research software. Start your research for free at: https://www.uxtweak.com/ 👈 🐝 Where to Follow UXtweak: LinkedIn / Instagram / YouTube / Facebook / Twitter