Persona Design Method Based on Data Augmentation by Social Simulation

Takamasa Kikuchi, Hiroshi Takahashi

研究成果: Conference contribution

1 被引用数 (Scopus)

抄録

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.

本文言語English
ホスト出版物のタイトルProceedings - 2021 IEEE/ACIS 21st International Fall Conference on Computer and Information Science, ICIS 2021-Fall
編集者Kailong Zhang, Qun Chen, Jiangbin Zheng, Simon Xu, Rei Zhang, Wencai Du, Shigang Li
出版社Institute of Electrical and Electronics Engineers Inc.
ページ136-143
ページ数8
ISBN(電子版)9781728176796
DOI
出版ステータスPublished - 2021
イベント21st IEEE/ACIS International Fall Conference on Computer and Information Science, ICIS 2021-Fall - Xi�an, China
継続期間: 2021 10月 132021 10月 15

出版物シリーズ

名前Proceedings - 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
国/地域China
CityXi�an
Period21/10/1321/10/15

ASJC Scopus subject areas

  • コンピュータ サイエンス(その他)
  • 人工知能
  • コンピュータ ネットワークおよび通信
  • 情報システム
  • ソフトウェア
  • 情報システムおよび情報管理

フィンガープリント

「Persona Design Method Based on Data Augmentation by Social Simulation」の研究トピックを掘り下げます。これらがまとまってユニークなフィンガープリントを構成します。

引用スタイル