What is the difference between a research-based persona and a proto-persona?

A research-based persona is constructed from real qualitative and quantitative data — interviews, surveys, analytics, and contextual observation. It accurately represents distinct user segments and their goals, pain points, behaviours, and contexts. It takes time and budget but produces reliable design targets. A proto-persona (or assumption persona) is created from stakeholder assumptions and existing business knowledge without primary user research. It is fast and cheap but carries the risk of designing for a fictional user. Proto-personas are useful early in a project to align a team and establish shared language before real research is available, or in constrained timelines. The best practice is to start with proto-personas, then validate and evolve them through research. Both should focus on goals and behaviours, not demographics alone.