| Summary: | 碩士 === 國立清華大學 === 服務科學研究所 === 104 === Persona approach is based on this issue proposed by Cooper（1999）. Generally, personas are created by using qualitative methods which help designers understand users’ needs and goals. Despite the fact that personas are widely used in user research, the lack of reliability and validity is often questioned. Also, it is hard to verify the accuracy of persona.
This study proposes a new method using quantitative methods for creating and validating personas to make sure each steps of process is supported by data. To solve the problem that qualitative methods are prone to be subjective and hard to verify, we adopt factor analysis to reduce the qualitative data, cluster analysis to group the users based on their similarities that decide the numbers of group, and one-way ANOVA, which helps us identify the most different characteristic between groups. The study also views the application of persona methods in the enterprise through cooperating with pet companies in Taiwan. Also, qualitative and quantitative methods are used to verify data simultaneously.
The result shows that the quantitative methods can be used to divide user groups accurately and also shows the buying behavior of each person meets our forecasting. Mapping the persona which was created by qualitative method to survey samples, we found that only 1.33% of the population are similar to quantitative persona, showing the defect of market representation.
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