Developing personas & use cases with user survey data: A study on the millennialsâ€™ media usage
Sung H. Han,
Seokmin Oh and
Journal of Retailing and Consumer Services, 2020, vol. 54, issue C
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)
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
Full text for ScienceDirect subscribers only
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919306782
Access Statistics for this article
Journal of Retailing and Consumer Services is currently edited by Harry Timmermans
More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Haili He ().