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http://dx.doi.org/10.18807/jsrs.2022.12.3.060

A study on the impact of persona-style consumer analysis on corporate R&D  

Wookwhan Jung (Department of Fashion Industry at Hansung University)
Jinho Ahn (idinnolab Inc)
Publication Information
Journal of Service Research and Studies / v.12, no.3, 2022 , pp. 60-69 More about this Journal
Abstract
In this study, to verify the effectiveness of the persona-type consumer analysis data service, a study was conducted focusing on the consumer analysis service use case of www.ethno-mining.com. The case was targeted at the 'Small Business Design Difficulty Resolving Support Project' of the Gangwon Institute of Design Promotion. The progress of this study was to develop a questionnaire to measure the user satisfaction and effectiveness of the service, study the consumer analysis data of the persona method of the www.ethno-mining.com system, study related theories, compare similar services, and conduct questionnaires; The results were analyzed and tested. In the result of testing the participants in the 'Small Business Design Difficulty Resolving Support Project' of the Gangwon Design Promotion Institute, the persona-style consumer analysis data got a positive response in terms of user satisfaction, and a regression that measures the effectiveness of the service on the company's R&D In the analysis, it was found that there are practical effects for companies by reducing time, reducing costs, smooth communication between developers, securing expertise in consumer analysis, and improving the overall quality of R&D during R&D.
Keywords
Consumer analysis; persona; SME R&D; corporate R&D effect measurement;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
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