REVERSE MARKET SEGMENTATION WITH PERSONAS

Harri Ketamo, Kristian Kiili, Jarkko Alajääski

Abstract

In this study the user experiences of commercial educational product were gathered in order to build the personas that can be used to revising the market segmentation. Personas are empirically formed archetypical characters representing distinct behavioural clusters, goals and the motivation of end users. Usually personas are used in different production phases as tools that help designers and marketing people in decision making. In this study, the personas were formed by applying k-means cluster analysis into quantified user interviews. According to the results of the study, qualitatively formed personas showed their strengths as decision making tools: They helped publisher to maintain the focus on a learner's needs, wants and requirements during the whole process of development.

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Paper Citation


in Harvard Style

Ketamo H., Kiili K. and Alajääski J. (2010). REVERSE MARKET SEGMENTATION WITH PERSONAS . In Proceedings of the 6th International Conference on Web Information Systems and Technology - Volume 2: WEBIST, ISBN 978-989-674-025-2, pages 63-68. DOI: 10.5220/0002781300630068


in Bibtex Style

@conference{webist10,
author={Harri Ketamo and Kristian Kiili and Jarkko Alajääski},
title={REVERSE MARKET SEGMENTATION WITH PERSONAS},
booktitle={Proceedings of the 6th International Conference on Web Information Systems and Technology - Volume 2: WEBIST,},
year={2010},
pages={63-68},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002781300630068},
isbn={978-989-674-025-2},
}


in EndNote Style

TY - CONF
JO - Proceedings of the 6th International Conference on Web Information Systems and Technology - Volume 2: WEBIST,
TI - REVERSE MARKET SEGMENTATION WITH PERSONAS
SN - 978-989-674-025-2
AU - Ketamo H.
AU - Kiili K.
AU - Alajääski J.
PY - 2010
SP - 63
EP - 68
DO - 10.5220/0002781300630068