Email: info@fahm-technology.com
Where are we located?
Dubai | UAE : +971-054-5884640
Paris | France: +33-06-19987116
Montreal | Canada: +1-514-819-0680
How to Build Persona based on Quantitative and Qualitative Data?
Personas are fictional characters created to represent a specific group of users. They help designers, marketers, and product managers understand their target audience better. To build effective personas, you need to combine both quantitative and qualitative data
Quantitative Data
Quantitative data provides numerical information that can be statistically analyzed. It helps you identify patterns, trends, and correlations within your user base.
Key Variables:
- Demographic Information: Age, gender, location, income level, education level, occupation
- Behavioral Data: Website usage, app usage, purchase history, customer support interactions
- Attitudinal Data: Survey responses, social media engagement, brand perception
How to gather Quantitative Data:
- Survey
- Databse Analysis
- Analytics Data Analysis
Qualitative Data
Qualitative data provides rich, descriptive information about user behaviors, motivations, and emotions. It helps you understand the “why” behind the “what.”
Key Variables:
- Goals and Motivations: What are their primary goals? What drives their behavior?
- Frustrations and Pain Points: What challenges do they face? What are their biggest frustrations?
- Needs and Desires: What are their unmet needs? What do they wish they had?
- Behaviors and Habits: How do they interact with products and services? What are their routines?
How to gather Qualitative Data:
- User Testing
- User Interviews
- Focus Group
Combining Quantitative and Qualitative Data
1. Segment Your Users:
- Use quantitative data to identify distinct groups of users based on shared characteristics.
- Apply clustering techniques or other statistical methods to group users with similar behaviors and attitudes.
2. Enrich Segments with Qualitative Data:
- Conduct interviews, surveys, or focus groups to gather in-depth insights into the motivations, frustrations, and needs of each segment.
- Use these insights to create detailed personas that go beyond demographic information.
3. Define Persona Attributes:
- Demographics: Age, gender, location, income level, education level, occupation
- Goals and Motivations: What they want to achieve, their values, and priorities
- Frustrations and Pain Points: The challenges they face, the obstacles they encounter
- Behaviors and Habits: How they interact with products and services, their routines, and preferences
- Quotes: Direct quotes from user research that capture their voice and perspective
