A Comparative Analysis of Persona Clustering Methods

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 academicians and practitioners discover its benefits. This paper presents an empirical study comparing the performance of existing qualitative and quantitative clustering techniques at the task of identifying personas and grouping system users into those personas. A method based on Factor (Principal Component) Analysis outperforms two others using Latent Semantic Analysis and Multivariate Cluster Analysis