That’s certainly an option on an individual team/project, and I know many groups use their persona names this way.

I think this article (and my own question) is a bit different, as I’m trying to find a better way term for catering to the people who will use or act on my work. So what I’m really considering is how to adjust the concept of “User Experience Design” in regards to data visualization to something like “Audience Design” or something like that. But ‘audience’ feels wrong too.