Forrester surveyed vendors who conduct ethnographic research and use it to create personas that drive design and development decisions for everything from Web sites to in-store kiosks. We found that, on average, these vendors conducted 21 interviews per project, created four personas per project, and charged $47,000 for the engagement. Project size varied widely, from tiny jobs (five interviews, one persona, $10,000) to massive engagements (100 interviews, eight personas, $500,000). What do these persona suppliers expect in 2005? Modest increases in both demand and cost.
