It allows you to build intuition of the actual singular customer profiles that are using your application. It's ineffective to design for a group. You have to d

It allows you to build intuition of the actual singular customer profiles that are using your application. It's ineffective to design for a group. You have to design for a person. So this allows designers and developers to say "Ok - given what we know about Sarah - what is she trying to accomplish and how can we make it easier?". Currently the best way to do this is to hire a qualitative user researcher or be good at it yourself. And it's really hard to get good honest data and enough data to matter.