The mystique of numbers: belief in quantitative approaches to segmentation and persona development
The mystique of numbers: belief in quantitative approaches to segmentation and persona development
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数字的神秘性：对细分和角色发展的定量方法的信念
DOI：
10.1145/1753846.1754221
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发表时间：
2010
期刊：
影响因子：
--
通讯作者：
David A. Siegel
中科院分区：
文献类型：
--
作者：
David A. Siegel
长期以来，定量市场研究和以用户为中心的定性设计研究之间存在着一种令人不安和复杂的关系。日益复杂的统计细分和相关人物角色的趋势将再次增加解决范式差异的紧迫性，以使这两个学科能够有效合作。我们提供了一个具有启发性的案例，在这个案例中，定性的实地研究帮助放弃了一种“最先进的”定量用户细分，这种细分试图围绕一个共享的用户模型来统一营销和用户体验规划。这个案例暴露了定量细分研究中的风险，在不断演变的细分和使用人物角色的实践中的常见谬误，以及总体上过度服从定量研究的危险。
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.