Abstract:
The use of personas as a methodological tool was quite widespread in the last decade in the areas
related to digital marketing and UX (User Experience). Despite that, the number of scientific
publications is still not very significant. The paper’s aim is to present a framework that helps the
process of creating and optimizing personas by a case study. The methodological procedures were:
framework conceptual building and its application as a digital marketing case study. The application
involved: dataset preparation; spreadsheets analysis and clusters analysis. For the last one, two types
of process analysis were used: discoverer and organizer (by Vortx Software). As a result the research
presents a framework with six steps: 1Idealization; 2 Interaction; 3 Analysis; 4 Adjustments; 5
Predilection and 6 Prescription. The framework was applied through a case study and the results
emphasize steps 3 and 4, demonstrating their relevance to the full process that involves 06 steps.
From the spreadsheets analysis it was possible to notice that the most representative profile (25% of
database) had not been idealized, revealing the necessity to create a new persona. The cluster
analysis tool identified nine groups of individuals with similar behaviors, showing a better way to
communicate using a different digital marketing strategy for each persona.
