2016 Schedule

Interactive: March 11–15  •  Film: March 11–19  •  Music: March 15–20

Fast and Rigorous User Personas

Monday, March 14
11:00AM - 12:00PM

JW Marriott
Salon D
110 E 2nd St

There is a belief in the UX community that user personas can be either fast or rigorous, but not both. We present a fast and rigorous method based on cluster analysis of surveyed user traits (e.g. behaviors, attitudes). First, we build a survey to measure the space of user traits. Second, we submit the survey data to factor analysis to find groups of correlated traits. Third, we submit the factor scores to cluster analysis to identify groups of users who have similar traits. We demonstrate the method in the context of developing car shopper personas. We suggest best practices for building a meaningful survey, interpreting the factors, optimizing the clusters, and visualizing the results.

Hashtags: #sxsw #FRPersonas


Eric Taylor at SXSW

Eric Taylor

Data Scientist & Researcher


Currently a data scientist at Rackspace, I have over 10 years experience in data science and behavioral research. I earned my PhD in Cognitive Psychology, with a focus on learning and reasoning. I’...

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Stefania Mereu at SXSW

Stefania Mereu

VP of Research


I am a User Experience (UX) Researcher, Strategist, Evangelist & Data Visualization addict. Currently Vice President of Research at CarStory.


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