Unlike business users, consumers don’t have concrete job descriptions, and their use of products may cross multiple contexts. Therefore, it often isn’t meaningful to use roles as an organizing principle for the persona hypothesis for a consumer product.
Without models, we are left to make sense of unstructured, raw data, without the benefit of any organizing principle.
Of course, users may also want to make contiguous selections based upon some organizing principle (such as the old files at the bottom of that chronologically ordered list).
