融合質性研究資料建構人物誌：以銀髮族消費趨勢研究個案為例

Creating Personas through Integrating Qualitative Data: A Case Study on Consumption Trend Research for the Elderly

人物誌是幫助創新團隊理解用戶特徵、梳理用戶需求的重要工具，但對銀髮族群需求挖掘相對困難，傳統建構方式面臨困境。本研究透過個案研究，檢視藉由質性資料建構銀髮族人物誌的歷程，反思多重面向資料對於建構歷程的效用，重新梳理其架構與建構歷程，建立實務價值。研究結論有二：1.藉由入戶觀察、深度訪談、質性資料分析、編碼，可為人物誌提供豐富的情境脈絡，釐清用戶價值，有助確認真實需求、減少理解誤差；2.情境脈絡可以協助未參與訪談的設計師深度理解目標人群，建立同理心，準確詮釋其需求。研究成果為未來研究拓展了人物誌的構建方法，提供了多維度塑造人物誌的結構，對於以用戶為中心的研究與實務有所貢獻。

Persona is an important tool to help designers understand and sort out user characteristics and needs. However, for senior users, traditional ways of creating personas usually have limitations because it is relatively difficult for seniors to express their needs and goals. This paper, with a case study, describes the process of creating personas with qualitative data, reflects on the use of multi-dimensional data in creating personas, and advances the application of persona layering framework in the creating process with practical benefits. The study results suggest that: (1) Through qualitative research methods such as observation, in-depth interviews, and qualitative data analysis, a realistic persona can be created with data related to both fundamental values/needs and context-dependent traits. As a result, the persona is able to better help confirm actual needs, and reduce misunderstanding; (2) The contextual data and materials gathered and analyzed with a persona can effectively assist designers not involved in the creation phase to engage in immersive understanding and to build empathy, so as to more accurately interpret the users’ needs. The study extends the persona creation method, provides a possible multi-layer structure of personas, and contributes to user-centered research and practice for future research.