Contextual design: defining customer-centered systems
Contextual design: defining customer-centered systems
The Persona Lifecycle: Keeping People in Mind Throughout Product Design
The Persona Lifecycle: Keeping People in Mind Throughout Product Design
About Face 3.0: The Essentials of Interaction Design
About Face 3.0: The Essentials of Interaction Design
It is normal to be different: Applying inclusive design in industry
Interacting with Computers
Basic senior personas: a representative design tool covering the spectrum of European older adults
Proceedings of the 14th international ACM SIGACCESS conference on Computers and accessibility
Using correspondence analysis to monitor the persona segmentation process
Proceedings of the 7th Nordic Conference on Human-Computer Interaction: Making Sense Through Design
Cooking personas: Goal-directed design requirements in the kitchen
International Journal of Human-Computer Studies
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Quantitative market research and qualitative user-centered design research have long had an uneasy and complex relationship. A trend toward increasingly complex statistical segmentations and associated personas will once again increase the urgency of addressing paradigm differences to allow the two disciplines to collaborate effectively. We present an instructive case in which qualitative field research helped contribute to abandoning a "state of the art" quantitative user segmentation that was used in an attempt to unify both marketing and user experience planning around a shared model of users. This case exposes risks in quantitative segmentation research, common fallacies in the evolving practice of segmentation and use of personas, and the dangers of excessive deference to quantitative research generally.