Paarth the policy adviser Goals Demonstrate abilities in data analysis Career progression in government role “I want to demonstrate my skills to senior officials.” 35 years old, lives in India Low ranked adviser to government policy maker on poverty alleviation Accesses ESPA site on policy maker’s behalf Needs to quickly find evidence from research that leads to policy change on how to alleviate poverty Needs to meet demands of his seniors so can’t waste time on hard to understand scientific findings Wants downloadable infographics No time Intermittent internet access/poor bandwidth IT novice Weak English skills Lots of time Constant internet access/good bandwidth IT expert Strong English skills

Ida the international policy maker Goals Find interesting projects to fund Learn best practice in how to implement projects “I want to fund innovative projects.” 45 years old, lives in Washington DC Works for Conservation International Travels often for work Looking for case studies and success stories Get an idea of what other organisations are doing Constantly uses her phone and social media Wants to quickly understand what ESPA is and who funded research Need to contact researchers on the ground for more information No time Intermittent internet access/poor bandwidth IT novice Weak English skills Lots of time Constant internet access/good bandwidth IT expert Strong English skills

Andy the academic “Where are the gaps in research I can fill in?” Goals Wants to make a difference in the developing world Career progression to senior academic 43 years old from Senegal University researcher focusing on land restoration Needs funding and help creating a funding proposal Find good partners to work with Keen to find background information and papers on existing research Interested in the process as much as the product (frameworks and models to adapt or re-use) Need to see a broad overview of topics “Where are the gaps in research I can fill in?” No time Intermittent internet access/poor bandwidth IT novice Weak English skills Lots of time Constant internet access/good bandwidth IT expert Strong English skills

Nora the NGO practitioner Goals Promote women empowerment Help improve country “I want to improve the lives of others.” 31 years old, lives in Mozambique Strong commitment to gender equality and women empowerment Works for NGO on a UN Development Programme- funded project that promotes environmentally sustainable stoves Little patience for contents that are too academic Wants to gather knowledge that has emerged from ESPA projects to put into action No time Intermittent internet access/poor bandwidth IT novice Weak English skills Lots of time Constant internet access/good bandwidth IT expert Strong English skills

Sources of persona images Ida persona: www.exactitudes.com/index.php?/series/detail/126/nosound Paarth persona: www.freeimages.com/photo/smile-1170701 Nora persona: commons.wikimedia.org/wiki/File:Galen_Hunt.jpg Andy persona: www.exactitudes.com/index.php?/series/detail/125 All images used under content license agreement