In the interactive field, we always encourage the use of "user personas" in the design of websites - i.e. What are the types of users whom would use the site and then look at developing "personas" for these users in the form of characters. Then we develop the site architecture and navigation according to address the needs of these key characters. FT.com's Advertising Asia Microsite has a brilliant example of this. Though not exactly used in the same context, it clearly shows would-be advertisers how they can reach their intended audience through the various advertising mediums available through FT.