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Developing personas & use cases with user survey data: A study on the millennials’ media usage

Mingyu Lee, Jiyoung Kwahk, Sung H. Han, Dawoon Jeong, Kyudong Park, Seokmin Oh and Gunho Chae

Journal of Retailing and Consumer Services, 2020, vol. 54, issue C

Abstract: The aim of the study is to investigate the characteristics of millennials on the usage of media (music, photo/video) and media-related devices. An online survey was conducted on 360 millennials. Based on the results, we developed representative use cases to be used in experience design projects based on the actual media usage data collected. We also classified the millennials into four specific groups by applying statistical cluster analysis techniques. The characteristics of each group were further identified. The results of this study will help designers to develop products and services that meets the needs of their target consumers.

Keywords: Persona; Use case; Millennial generation; Media usage; Cluster analysis (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1016/j.jretconser.2020.102051

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