Audience analysis methodologies are sometimes downplayed by technical communicators as "anti process," with the preferred method being what one researcher has called a "just do it" approach to document production (Hayhoe 2000, p. 468). Even those technical communicators who realize the benefit of audience analysis only occasionally take the time to identify audience demographics up-front and rarely attempt to construct an image of their audience (Caricato 2000). In response to this approach, Coney and Steehouder (2000) propose guidelines for designing and evaluating personas in Web pages. These guidelines include criteria such as selecting interesting and relevant content, using an appropriate tone, and making pages trustworthy--criteria that include concrete knowledge of the Web site's intended audience.