From demographics to personas you can act on

A demographic table is not a persona. A persona is a story with evidence attached. This is how Scopomap bridges the two.

Clustering the signal

We group areas that share similar demographic signatures. Each cluster becomes the skeleton of a persona.

Image focusing on heatmapped area

Giving it a voice

• Name and motivation come from the dominant attributes of the cluster.
• A representative area anchors the persona to a real place.
• Bullets cite the evidence behind every claim.