13-11-2012, 03:06 PM
Comparing Semi- Automated Clustering Methods for Persona Development
ABSTRACT
Current and future information systems require a better
understanding of the interactions between users and
systems in order to improve system use and, ultimately,
success. The use of personas as design tools is becoming
more widespread as researchers and practitioners
discover its benefits. This paper presents an empirical
study comparing the performance of existing qualitative
and quantitative clustering techniques for the task of
identifying personas and grouping system users into
those personas. A method based on Factor (Principal
Components) Analysis performs better than two other
methods which use Latent Semantic Analysis and
Cluster Analysis as measured by similarity to expert
manually defined clusters.