You’re absolutely correct, David Branstrator. Unfortunately, many of the personas crafted by companies with short timelines are an “average” of the users they interview for a short time, rather than a thoroughly-researched (over-time) person. Because of this surface level persona development, it leaves room for designers to add in biases and assumptions.

I agree that UX-ers should be involved throughout the research phase. Sadly it’s just not always the case.