Create Persona of Elderly Users by Clustering Analysis of Needs

Abstract

Through the cluster analysis of the needs of 174 elderly people aged 60-90, combined with the investigation of the basic information, physical condition, and purchase motivation of users, it is used to create the role of elderly users to establish the goal of product design. Four types of models are obtained by cluster analysis: group 1 (n=33) is the population with medium need, group 2 (n=80) is the population with high need, group 3 (n=50) is the population with priority for personal physiological support, and group 4 (n=11) is the population with low need. According to the need analysis, the role analysis is carried out, and the results are compared. The different characteristics of the four groups of needs can have an impact on the product design decisions of the elderly group.