Personas are useful in the sense that they create a common shared understanding of the user group for which the design process is built around. Also, they help to prioritize the design considerations by providing a context of what the user needs and what functions are simply nice to add and have. They can also provide a human face and existence to a diversified and scattered user group, and help in creating some empathy and adding emotions when referring to the users. However, since personas are a generalized perception of the primary stakeholder group from collected data, the characteristics may be too broad and typical, or too much of an "average Joe". Sometimes, personas can have stereotypical properties also, which may hurt the entire design process. Overall, personas can be a useful tool to be used by designers to make informed design decisions around, opposed to referring to a set of data or a wide range of individuals.