Designing for a whole customer population, the market, department, or organization that will use the product or system depends on seeing the common aspects of the work different people do. Consolidation brings individual customer data together to reveal common pattern and structure without losing individual variation. The affinity diagram shows issues and insights across all customers. Consolidated work models bring together each of the different work models. Personas are archetypes of representative customers drawn from common job roles, demographics, and needs.