I)Personas have common household names, while archetypes have cool names II)Archetypes describe characteristics of a user type, while personas express the personality of a market segment III)Personas represent demographics, and archetypes represent behavior IV)There is no difference—organizations use these terms interchangeably [bg_collapse view="button-green" color="#4a4949" expand_text="Show Answers" collapse_text="Hide Answers" ] III)Personas represent demographics, and archetypes represent behavior [/bg_collapse]