CASE 1 1 A Case Study in Personas Robert Barlow-Busch, Quarry Integrated Communications "Do you like going to the movies?" Roberta asked. Joanne nodded. "Okay, in a good movie it doesn't take long before you form an impression of the main character, right? That impression sets expectations of how the character will behave throughout the story." Joanne wondered where Roberta was going with this but hung with her, waiting for an explanation.