Persona Design Method Based on Data Augmentation by Social Simulation

Takamasa Kikuchi, Hiroshi Takahashi

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

In the field of marketing, 'persona' is widely used as a method to support customer-oriented product and service design. However, in many cases, the persona design process is confined to the classification of customers based on limited attribute information projected from the past to the present using cross-sectional data. In this study, we propose a method, based on attribute information extended by social simulation, to improve the persona design process. The framework consists of the following procedures: 1) treat changes in the external environment explicitly and handle target customers' possible attribute changes (i.e., 'virtual life'); 2) classify customers based on a large quantity of attribute information supported and extended by social simulation. As a demonstration of the proposed method, this paper presents a specific case study that focuses on the customer asset situations. We conduct a simulation of customer asset situations at a future point in time, taking into account asset succession and price fluctuations of risky assets, based on individual questionnaire data concerning asset formation and withdrawal in retirement. We design personas using the conventional method and the proposed method, and we compare the two. The results show that the proposed method facilitates a) estimation of future changes in customer states, b) incorporation of possible future events in each persona, and c) consideration of future customer state changes in the state of classification of personas.

Original languageEnglish
Title of host publicationProceedings - 2021 IEEE/ACIS 21st International Fall Conference on Computer and Information Science, ICIS 2021-Fall
EditorsKailong Zhang, Qun Chen, Jiangbin Zheng, Simon Xu, Rei Zhang, Wencai Du, Shigang Li
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages136-143
Number of pages8
ISBN (Electronic)9781728176796
DOIs
Publication statusPublished - 2021
Externally publishedYes
Event21st IEEE/ACIS International Fall Conference on Computer and Information Science, ICIS 2021-Fall - Xi�an, China
Duration: 2021 Oct 132021 Oct 15

Publication series

NameProceedings - 2021 IEEE/ACIS 21st International Fall Conference on Computer and Information Science, ICIS 2021-Fall

Conference

Conference21st IEEE/ACIS International Fall Conference on Computer and Information Science, ICIS 2021-Fall
Country/TerritoryChina
CityXi�an
Period21/10/1321/10/15

Keywords

  • Finance
  • Life Planning
  • Marketing Science
  • Persona
  • Social Simulation

ASJC Scopus subject areas

  • Computer Science (miscellaneous)
  • Artificial Intelligence
  • Computer Networks and Communications
  • Information Systems
  • Software
  • Information Systems and Management

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