:: Information Architects Like to Stereotype

My job is to conduct research on a relatively small sample of a target population and make design decisions based on observed behavioral trends. Thought leaders proclaim that I only need 4-8 representatives of a specific group, and then I can stop conducting research...but, is that enough?

In most cases, "8 is enough" when measuring trends in behavior. The idea is that any new trends observed after that are few and far between...and not worth charging the client for. But, if you want to measure attitudes, brand perceptions, and environmental factors, then larger, more traditional market research sample sizes may be necessary. Otherwise, your stereotype will not be representative of a random sample of the entire population.

The analogue of a stereotype in the world of Information Architecture is called the "persona." A persona is one profile that represents a group of people that behave a certain way, within a population. It is necessary to work from this "stereotype" because Information Architects cannot design for every individual that may stumble across the website. We must prioritize information, elements of design, and interface based on our clients' target audiences as well as the users that are "most likely" to visit the website.

Thus, our mission is to create the best generalizations and stereotypes that our limited exposure to a given population can produce.

Jonathan Lupo VP / Information Architecture - Empathy Lab