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Abstract

This paper presents a design science research project in which a framework for the creation of personas is being developed. The framework is intended to help SMEs to better understand their customers based on personas and to improve products and services or develop new products and services on this basis. The framework is developed and evaluated in several iterative cycles. To develop the personas, the company's own data is collected, cleansed, and clustered using the k-means method. The persona profiles are created using generative artificial intelligence and processed using qualitative methods.

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Disclosure of Interests

The authors have no competing interests to declare that are relevant to the content of this article.

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Acknowledgments

The research work was financially supported by the Province of Styria, Austria.

This article was produced with the support of DeepL.

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Correspondence to Stefanie Hatzl .

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Schirgi, E., Hatzl, S., Moitzi, K. (2024). Development of a Framework for Data-Supported Personas. In: Thürer, M., Riedel, R., von Cieminski, G., Romero, D. (eds) Advances in Production Management Systems. Production Management Systems for Volatile, Uncertain, Complex, and Ambiguous Environments. APMS 2024. IFIP Advances in Information and Communication Technology, vol 731. Springer, Cham. https://doi.org/10.1007/978-3-031-71633-1_2

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  • DOI: https://doi.org/10.1007/978-3-031-71633-1_2

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