To effectively understand future customers, personas should be created that capture a person's behaviors, beliefs, philosophies, and motivations rather than just demographic information. When creating personas, one should look at what the person thinks, does, and feels, and gather insight through key informants, interviews, observation, participant observation, and experiencing the frontline or being a customer themselves. Effective personas include the person's name, basics, background, quotes, technical skills, favorite websites, goals, and needs or wants.