Persona Case Studies

      Case Studies of Persona-Development

Case Study to show the eating behaviors of biopinio users

To create biopinio Personas, the biopinio testers were first grouped according to eating behavior, then subsequently randomly positioned by a k-means algorithm simulation repeated 20 times. As criterion for the optimal number of clusters, the proportion of variance within the data has been defined and can be explained by the formation of clusters, while limiting the average group size per cluster.

 

cluster_variance_comparison

Figure: Explained variance by clustering in each major category of eating behavior

It proved for the data to be optimal to choose a limit of 60% – which is the case, for example, in 25 clusters of Everything-eaters. This threshold follows a marked decrease in the explanatory power and as well as maintaining sufficient group sizes.

Segmentation based on the determined number of clusters was made in connection with the involvement of socio-demographic variables. In order to maintain the representation of the formed clusters, only those which contained at least 5% of observations per subgroup of eating behavior(for example, at least 108 Everything-eaters) were observed.  The following cluster membership has been transferred to the original data considered as the occurrence of socio-demographic characteristics within these groups.

flexi_personas_heatmap

Figure: Cluster of flexitarians with the highlighted personas of Christa and Sophie

A representative selection of Personas is then taken in consideration of clarity of individual characteristic features, while still preferring clusters as independent as possible. Portraits based upon the dominant characteristics were created for the personas built in this process.

Everything Eaters

 

persona_martin

Martin

♂, 25-39

Vocational Training

Average Income

Rural

Eats organic weekly or less frequently

persona_daniela

Daniela

♀, 25- 39

Vocational Training

Over Average Income

Rural

Consumes Organic Daily

Flexitarians

persona_sophie

Sophie

♀, -25

Upper Secondary Education

below-average income

City

Consumes organic daily

persona_christa

Christa

♀, 25-39

University Graduate

Average Income

Metropolis

Eats organic daily

Vegetarians

persona_andreas

Andreas

♂, 25-39

University Graduate

Average Income

Metropolis

Eats Organic Daily

persona_robert

Robert

♂, -25

Graduate

below-average income

City

Eats organic weekly or less

Vegans

persona_helene

Helene

♀, 40+

University Graduate

Average Income

Metropolis

Eats Organic Daily

persona_mark

Mark

♂, 25-39

Upper secondary school 

average income

Metropolis

Eats Organic Daily

The Application – “Trend survey of Breakfast Habits on the Weekend 2015”

Now the information can be examined with examples from the response of Personas in the survey ” breakfast habit trends on the weekend 2015″. The answers to these questions were compared:

  • “How long do you normally spend eating breakfast on a weekend?” (1 minute, 15 minutes/30 minutes/45 minutes/ one hour/ more than 1 hour)
  •  “Is lack of appetite on the weekend a problem for you?” (yes / no / sometimes)
  •  “Do you eat breakfast on the weekend alone or with others?” (alone / with family/ with Friends / with Colleagues / with other people)
  •  “Are müsli and cereal a part of your breakfast on the weekend?” (yes / no)
  •  “Which hot drink goes with your breakfast on the weekend?” (Coffee / Tee / beides / weder noch)

Everything Eaters

persona_martin

Martin

Quick Breakfast

Mostly no appetite loss

Eats alone or with friends

Sometimes eats Cereal

Coffee/Tea drinker

persona_daniela

Daniela

Midlength / long Breakfast

Mostly no / some appetite loss

Eats almost always with family

often no cereal consumption

Coffee-/Tea drinker

Flexitarians

persona_sophie

Sophie

Long / Very long breakfast

Mostly no Appetite loss

Eats mainly with family

Sometimes eats Cereal

Coffee drinker

persona_christa

Christa

Mid-length / Long breakfast

some Appetite loss

Eats mostly with family

Does not eat cereal

Tea Drinker

Vegetarians

persona_andreas

Andreas

Long breakfast

mostly no appetite loss

Eats with family/ other people

Doesn’t eat cereal often

Mostly drinks Tea 

persona_robert

Robert

Mid-length Breakfast

no appetite loss

Eats with family/ other people

No Cereal

mostly drinks Tea

Vegans

persona_helene

Helene

Quick / mid-length Breakfast

Mostly no / some loss of appetite 

Eats mostly with Family

Mostly does not eat Cereal

Tea Drinker

persona_mark

Mark

Mid-length / Long Breakfast

Mostly no appetite loss

Eats mostly alone 

Does not eat Cereal

Coffee / Tea Drinker

Conclusion

Personas allow for a refined approach to general tendencies of eater behavior. Generally speaking, everything-eaters and vegans come from more rural areas and Metropolises while vegetarians and flexitarians mostly come out of only cities. The selected personas confirm the trend of lower incidences of graduates among everything-eaters, and how daily consumption of organic products with flexitarians and vegans is wide spread. The observed incomes are often average, but decline for flexitarians and vegans.

In regards to breakfast behavior, Everything-eaters and Flexitarians were the main coffee consumers. The use of cereals is generally low, however, especially in vegans and vegetarians. Flexitarians eat on average the longest, but the time varies considerably within the four groups of eating behavior. Vegan and Everything-eaters both eat in a different environment during the weekend. Loss of appetite is a partial problem only for Christa the Flexitarian.

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