Building empathy maps, as we covered in the last Design Sprint Short, is a great activity for getting into the mindset of your customer. As an alternative to empathy maps, you could build out personas instead. Personas are better to use when you have quantitative and qualitative data about your customer segments. In general, it is better to create personas that are based on behavior rather than role, but in this case it’s okay to use role-based personas to start. As you’ll see in this next Design Sprint short video (below), you can use role-based personas to initially plot out behaviors and draw conclusions about personas using data analysis to guide your decision making.