What this publication covers
Describes a persona-development process that combines quantitative cluster analysis with observation and interviews. In a case study, users are grouped by similarities in goals and decision preferences, producing more representative user models.
How this reference can help
Use it to turn knowledge about methodological choices and research quality into a concrete activity or decision.
Curated by Ricardo Martins
View the original abstract 🇺🇸 🇬🇧
—Personas are user models that represent the user characteristics. In this paper we describe a Persona creation process which combines the quantitative method such as cluster analysis with qualitative method such as observation and interview to produce convincing and representative Personas. We illustrate the Personas creation process through a case study. We use cluster analysis to group the users by their similarities in goals and decision-making preference.