I think therein lies the real reason why personas (often) fail - no one establishes the connection from the personas to the types of user / customer segments co

I think therein lies the real reason why personas (often) fail - no one establishes the connection from the personas to the types of user / customer segments companies will have already established, from analysing their sales data and usage analytics. By contrast to something like A/B testing, which can produce actionable results, in my experience personas frequently end up as nothing more than MeetingWare, so that everyone attending "can be on the same page"