Persona Design Method Based on Data Augmentation by Social Simulation
Persona Design Method Based on Data Augmentation by Social Simulation
复制标题
基于社交模拟数据增强的角色设计方法
DOI：
10.1109/icisfall51598.2021.9627493
复制
发表时间：
2021
期刊：
影响因子：
--
通讯作者：
Hiroshi Takahashi
中科院分区：
文献类型：
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作者：
Takamasa Kikuchi;Hiroshi Takahashi
在营销领域，人物角色作为一种支持面向客户的产品和服务设计的方法被广泛使用。然而，在许多情况下，角色设计过程限于基于使用横截面数据从过去到现在预测的有限属性信息来对客户进行分类。在本研究中，我们提出了一种基于社会模拟扩展的属性信息的方法来改进角色设计过程。该框架包括以下步骤：1)明确对待外部环境的变化，处理目标客户可能的属性变化(即虚拟生活)；2)基于社会模拟支持和扩展的大量属性信息对客户进行分类。作为对所提出方法的说明，本文给出了一个具体的案例研究，重点分析了客户资产状况。我们基于关于资产形成和退休退出的个人问卷数据，考虑到资产继承和风险资产的价格波动，对未来某个时间点的客户资产情况进行了模拟。我们使用传统方法和提出的方法来设计角色，并对两者进行了比较。结果表明，所提出的方法有助于a)估计客户状态的未来变化，b)将未来可能发生的事件合并到每个角色中，以及c)在角色分类状态中考虑未来客户状态的变化。
In the field of marketing, “persona” is widely used as a method to support customer-oriented product and service design. However, in many cases, the persona design process is confined to the classification of customers based on limited attribute information projected from the past to the present using cross-sectional data. In this study, we propose a method, based on attribute information extended by social simulation, to improve the persona design process. The framework consists of the following procedures: 1) treat changes in the external environment explicitly and handle target customers' possible attribute changes (i.e., “virtual life”); 2) classify customers based on a large quantity of attribute information supported and extended by social simulation. As a demonstration of the proposed method, this paper presents a specific case study that focuses on the customer asset situations. We conduct a simulation of customer asset situations at a future point in time, taking into account asset succession and price fluctuations of risky assets, based on individual questionnaire data concerning asset formation and withdrawal in retirement. We design personas using the conventional method and the proposed method, and we compare the two. The results show that the proposed method facilitates a) estimation of future changes in customer states, b) incorporation of possible future events in each persona, and c) consideration of future customer state changes in the state of classification of personas.