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The persona method is gaining widespread use and support. Many researchers have reported from single cases and novel domains how they have used the method. Few have conducted literature studies in order to identify and discuss the different understandings of the method. Fewer still have reported on ethnographic studies of practice. This paper falls within the last category, reporting on a study on how practitioners in Denmark use the method, and their perceptions of benefits and challenges when using the method. Finally, different casts of personas obtained from the involved companies are analyzed. The findings are compared to reported studies of practice. Contrary to the existing findings the study reports that the method is well integrated into existing practices.