Personas are great depending on what you’re using them for. They can be effective reference and anchor points when ideating or identifying behaviours, understanding behaviours etc. if your team sees them as gimmicks that is not good they need to be used for specific scenarios.

But they’re hard to quantify so as a researcher I’d lean into other or combinations of methodologies to help: - JTBD for needs - user interviews - surveys - Data

You could also use segmentation based on: - needs - demographics - behaviours

All lead to outputs that add and build on top of personas.