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Authors: Harri Ketamo 1 ; Kristian Kiili 2 and Jarkko Alajääski 3

Affiliations: 1 Satakunta University of Applied Sciences, Finland ; 2 Tampere University of Technology, Finland ; 3 University of Turku, Finland

Keyword(s): User Experiences, Digital Learning Materials, Market Segmenting, Adaptive Systems.

Related Ontology Subjects/Areas/Topics: Personalized Web Sites and Services ; User Modeling ; Web Information Systems and Technologies ; Web Interfaces and Applications

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 several formats:
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; ISSN 2184-3252, SciTePress, pages 63-68. DOI: 10.5220/0002781300630068

@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},
issn={2184-3252},
}

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
IS - 2184-3252
AU - Ketamo, H.
AU - Kiili, K.
AU - Alajääski, J.
PY - 2010
SP - 63
EP - 68
DO - 10.5220/0002781300630068
PB - SciTePress