The concept of product design has accomplished a great deal towards promoting the creation of goods that meet user needs and are very convenient to implement (Kirmani et al., 2019). The accessibility of many goods, systems and websites has increased since user centred design has increased a lot. Personas are the main tropic of this particular research which will help to comprehend the concept of sustainable product. Personas are representations of actual customer groups that possess similar demands and features. A persona is portrayed by a fictional figure which in exchange symbolises an assortment of actual customers who share certain traits. A persona has enhanced the focus on the users and their movies by facilitating effective communication (Jansen et al., 2021). It has further decreased the effective changes which are required at the end of the development process. A persona can be stated as the model which emphasises on the goals of the individuals while using an artefact.
The model is a tool used in product and service design. Although the strategy is very similar to the conventional user profiles, there are several significant variations. It is a metaphorical representation of actual, potential, or fictitious users. It doesn't describe an average user or a specific person. The persona is a fictionalised representation of a certain user's behaviour patterns, goals, and motives. The concept of Persona has made otis root from Alan Copper. The process of product development is complex and a collaborative one. It entails multidisciplinary designing groups which associate numerous individuals engaged with different designs and frequent in geographically separated locations. In various settings it can be challenging to consistently keep the user in mind (Ali et al., 2019). The product design process requires to start sooner with user validation to provide usable solutions. The usage of “ personas” while designing collaborative projects as a way to convey user requirements and preserving a constant user focus is gaining popularity.
The industries are starting to comprehend the necessity of sustainability concerns while designing the products and services. Eco Design which is often regarded as one of the innovative designs for the environment and was one of the primitive designs to incorporate environmental considerations in product creation. The field has witnessed significant changes over 25 years and it has gradually broadened the scope to engage sustainability, service and the aspects of business (Salminen et al., 2021). The change in the product design has provided for scholarly debate to expand the definition of Dfs(Design for sustainability) to encompass not just environmental issues but socio spatial setting of the product design (Rocha et al., 2019). Research in Dfs literature has concentrated on revealing the contextual variations which exist within the business to incorporate sustainability. The setting of the businesses was characterised by utilising a three stage method which includes mapping the context of business, determining its main development and creating an eco design introduction strategy (Niu et al., 2021).
The management structure the method of producing products and its understanding of the environment and its strategic emphasis and the motivation behind Dfs and its viability are commonly noted while designing a product. Personas could be used to develop a design process to guide the design process for implementing environmental sustainability. It can also be utilised as a marketing tool to develop campaigns which are customised to the buyer personas preferences. It can be intended to deliver the desired user profile and offer management advice regarding how to utilise data to influence design decisions. It is necessary to understand that a persona should be integrated into the process along with other tools. Environmental personalities could not solve the issues of introducing sustainability into everything.
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It is crucial to have a clear understanding of the Product Persona and Sustainable Product before beginning this extended study proposal. These phrases have various definitions in the academic literature.
“1.2.1 Product Persona”
A product persona is a hypothetical representation of a product user, complete with important actions, objectives and duties. Product persona helps the company to stay focused on the behaviours, goals and responsibilities of the people who use their products (Dogani et al., 2019). People’s personas help to develop a complete understanding of the product. Businesses develop products to resolve particular problems in certain circumstances of life. It needs a thoughtful understanding of the groups. Product Personas are built to tailor unique profiles for each target customer. It helps to create exclusive product features, packaging, pricing options and marketing messages for each type of customer. Personas are helpful in crafting teams in thought processes about the users and making effective design decisions.
“1.2.2 Sustainable Product”
Sustainable products are those products which provide environmental, social and economic benefits while safeguarding public health and environment over the whole life cycle. The sustainable products possess a higher degree of complexity than regular innovation as it incorporates environmental issues (Science direct, 2023). The designers must design sustainable products which facilitate the environmental benefits. In order to make the product sustainable it must produce and consume the pollution which does not harm or destruct. A product is usually called sustainable if any product is created from renewable resources. The product would not hinder the environment by any means. It is necessary to address both the sustainability of product and organisation in the research study.
1.3 Aims and Objectives
The Research aims and Objectives are developed to comprehend the topic effectively and gather adequate information and knowledge from the literary sources. It rather assists the researcher to investigate the topic of product person as a solution to sustainable product deeply.
“1.3.1 Research Aim”
i) To determine how product persona can be regarded as effective solution to develop a sustainable product
“1.3.2 Research Objectives”
To comprehend the concept and importance of sustainable product
To examine the different innovative approach to sustainable product
To analyse the importance of product persona as a solution to sustainable product
To determine the various types of personas
To analyse the various steps associated with creating a persona
“1.3.3 Research Questions”
What do you mean by sustainable product?
What are the various innovative approaches to sustainable products?
What is the significance of product persona as a solution to sustainable product?
What are the types of persona?
What are the various steps associated with creating a persona?
“1.4 Structure of Research”
Chapter
Description
Chapter 1: Introduction and background to study
The chapter provides a concise overview and definitions for subjects and concepts which could be explored throughout the extended study proposal. This chapter discussed the motivation and justifications for carrying out the research along with the goals and objectives.
Chapter 2: Literature Review
An analysis of the key themes of this study and the secondary data which is currently available on the subject. The subject which will be further covered throughout the expanded study project have theoretical foundations in the chapter. The topics that have been outlined are the concept and importance of sustainable products, the different innovative approaches to sustainable products, analyse the importance of product persona as a solution to sustainable product, the various types of personas, the various steps associated with developing a persona.
Chapter 3: Research Methodology
This particular chapter outlines the most effective primary methods of research necessary for the topic. A mixed method of qualitative and quantitative methods which are chosen to be the most appropriate methods of the topic. This chapter discusses the ethical considerations of the research which is necessary for enhancing the credibility and validity of the Research methods.
Chapter 4: Data Collection and Analysis
Chapter 4 will give insights of the ways by which the research should obtain the data along with the procedures which are used to determine the data.
Chapter 5: Conclusion and Recommendation
This is the last chapter of Research Methodology which outlines the crucial findings of this particular study. The study comes to a conclusion how sustainable products can be developed by the proper implementation of product persona.
“1.5. Research Rationale”
This particular area of study is both pertinent and current as the sustainable product is of great concern in the contemporary period. The literature encompasses the types of product persona along with their challenges and issues. The extended research proposal aims to fulfil the gap in the literature and frame the literature. The research has provided an innovative understanding of the product persona which will lead to sustainable products. The topic is very interesting to me as I am from the International Business Management course to the extended proposal. The themes and these subject areas in this extended Research proposal will connect my earlier and current area of study.
Chapter 2: Literature Review
2.0 Chapter Overview
Product persona refers to the profile of potential customers of any product that may help product managers to understand how the brand will be able to meet the needs and expectations of individual customers. Personas are a strategy for strengthening customer understanding as well as customer development of goods (Jansen et al., 2021). By employing personas to identify key traits, behaviours, goals, and needs of a particular type of customer, the product managers and other team members involved in the creation of a product may understand better that consumer. In the introduction of this research proposal, it had been previously discussed how developing a product persona may be a useful way to develop sustainable products. The purpose of the following literature study is to explore the significance of product personas as a means of developing sustainable products in more detail. The following literature review will investigate the meaning and importance of sustainable products as well as different innovative approaches to sustainable products with the aim of this research proposal. It will also focus on various types of personas and the steps associated with developing a persona. The literature review will assist in identifying and tackling all of the objectives of research by analysing all the several topics. Therefore, this study will help researchers in addressing the aim of the research that has been presented.
“2.1 Concept and importance of sustainable product”
According to Malheiro et al. (2020), sustainability represents an extremely complicated concept that is subject to numerous views since it is a collection of interrelated factors from the most diverse fields and occupations, covering among others like business, cultural and geographic sustainability. Sustainable products are referred to those products that contribute to betterment of social, economic and environment even while protecting environment as well as public health over the course of their entire life cycle process from the collection of raw material to the final disposal. Sustainable products and its sales have significantly contributed to the growth of more ecologically responsible consuming patterns as well as socio-ecological problem-solving strategies. They have been demonstrated to significantly minimise social consumption problems (Nilashi et al., 2020). Sustainability describes how the choices people make now will benefit future generation’s access to resources. The main factors that support sustainability are environment, economic and social. In the environment term, sustainability is maintaining environmental quality through using organic resources carefully and restoring them as needed. In social terms, sustainability means promoting long-term growth in the economy without causing any harm to individuals or the natural world. In social terms, sustainability is encouraging well-being and constructing healthy communities while highlighting human rights as well as understanding fundamental human needs.
According to Kemper and Ballantine (2019), if a product is environmentally friendly in both production and use, it is sustainable. The three features that define what makes a product sustainable are Product life cycle sustainability, Ecological and social impact and Positive contribution. a socially sustainable organisation employs employees equitably and fairly, pulls in a varied group of candidates and provides them an identity within the organisation. In addition to being responsible citizens of the nations and communities in which businesses continue to do commerce, socially sustainable organisations are concerned also with health, satisfaction as well as the success of their business employees. Economic sustainability, that can often apply to business operations, constitutes a more complicated element of sustainable development. Businesses that are economically viable enable competing firms to keep competing and develop. A country’s growth could be sustained over a longer time frame with greater economic sustainability as compared to accelerating and decelerating in unexpected or damaging ways.
According to Wang and Su (2022), innovation in sustainable products and consumer engagement are essential if sustainability is to be accomplished through sustainable consumption. Customers are the target consumers of produced commodities and delivered services, they decide on their own as to whether to utilise the goods or take the services. It is essential to educate customers regarding the sustainability of the items and services they purchase if the sustainability goal is to be met. However, sustainable purchasing can be beneficial to businesses to improve their reputation among the public, customers and employees (Carey et al., 2019). It leads businesses to save money as well as eliminate their equipment, materials and running price. For example, using products and services that are energy and water efficient allows the organisation to significantly reduce the amount of waste it sends to landfills, which in turn lowers operational costs. Sustainability reduces an organisation exposed to any threat and risk, e.g. by being informed on adjustments to environmental legislation that could have an impact on the goods they purchase. It attracts investors or lenders who work to ethical and environmental principles. Industries that make investments in energy and water saving technology and low-emission vehicles might benefit from tax breaks that offer a tax incentive. When an organisation purchases energy-saving equipment, it might qualify for business support and lending programmes like interest-free energy efficiency loans from the Carbon Trust.
According to Trudel (2019), a person may protect the environment and significantly reduce the carbon dioxide emissions by selecting items and services that use waste and recycled resources as raw resources or material. Using energy from renewable sources while buying products that use minimal energy are a few examples of how to do this. It enhances one's local as well as larger communities by fostering a market for new, sustainable products and supplies to encourage the growth of the green economy and create new opportunities for green jobs, as well as by hiring local producers or buying fairly traded goods to significantly improve how people live and work.
“2.2 Various Innovative approach to sustainable product”
According to Davis et al. (2019), planning for sustainable products provides major business advantages both inside and outside of manufacturing processes. Development teams require a lot more than a database of non - toxic resources to do this because this is typically not the resources themselves that are unsustainable. Instead, how a material is maintained as well as its potential to also be recycled again into the organic or synthetic cycle at the final moment of a products lifetime are what determine how sustainable it is. Development teams require a technique which enables them from concentrating just on particular elements and tangible items in order to encourage innovation. With a comprehensive approach like planned environmental sustainability, which takes sustainable development into consideration on a basic level, it could possibly be achievable to make understanding of unconnected instruments and activities.
According to Song et al. (2020), Information and communication technology (ICT) supports innovation in green products as a style of manufacturing which highlights innovation as an environmentally friendly product. However, in addition to dealing with the growing material as well as cultural needs of individuals, actively encouraging green product innovation improves the economic framework and eliminates environmental damage. Coordination of the connection between environmental sustainability and economic growth is essential to accomplishing green development goals. In today's world, sustainable practices have become an important aspect of any industry or business. With growing environmental concerns and the need to conserve natural resources, various innovative approaches to sustainable practices have been adopted by companies worldwide. In this article, we will discuss some of these innovative approaches that are being used to promote sustainability.
According to Xie et al. (2019), the launch of new or improved products is referred to as green product innovation, which aims to reduce environmental effects over the course of a product's life cycle and produce new products in response to market needs. In recent times, green product innovation increasingly emerged to be among the most crucial components for ensuring both economic development as well as environmental sustainability. Businesses also get access to new marketplace opportunities, achieve results using new green goods, prevent environmental concerns and suffer less legal implications by pursuing environmentally friendly product innovation. Furthermore, a businesses green reputation, expansion of its environmental expertise and economic performance have all been impacted by the development of new green products. As per Rusch et al. (2022), a highly sustainable as well as circular economy is thought to be made possible by digital technologies (DTs), including the Internet of Things, artificial intelligence, big data or blockchain. A circular economy is a regenerative economic system that aims to keep resources in use for as long as possible. This approach promotes the use of renewable resources and minimises waste by recycling and reusing products. Companies are adopting this approach by redesigning products, reducing waste, and developing sustainable business models. As per Watt (2021), carbon offsetting is a process of compensating for carbon emissions by investing in projects that reduce or remove carbon from the atmosphere. A carbon offset is a distinctive and complicated product, which makes it essential to pay significant consideration to the manner in which it is produced. Offsetting, in its most basic form, involves acquiring offsets from reductions in greenhouse gas emission programmes in one location to balance the greenhouse gas emissions in another location. This approach is being used by companies to reduce their carbon footprint and promote sustainability. Many companies are investing in renewable energy projects and afforestation programs to offset their carbon emissions.
According to Tumpa et al. (2019), the Green supply chain management is an approach that focuses on reducing the environmental impact of the supply chain. In order to reduce the negative environmental consequences of industries globally, green supply chain management has been becoming increasingly popular. A concept known as the green supply chain is expanding in recognition among businesses on a regular basis because of its adherence to sustainable development. A green supply chain is considered an instrument for protection of the environment, including such as eliminating the consumption of harmful and toxic substances, energy use, generation of waste and air pollution, in addition to a way to improve economic performance as well as competitive edge. In order to effectively handle a green supply chain, it is essential to combine and organise the different business segments, coordinate the plan, and consider factors such as incoming logistics, corporate supply chains and production processes, freight forwarding, reverse logistics, needs of customers, adaptability to consumer needs and efficiency as well as quality. This approach involves sourcing raw materials from sustainable sources, reducing waste, and minimising transportation emissions. Companies are adopting this approach by working closely with suppliers, implementing sustainable procurement policies, and optimising logistics operations.
According to Vertakova (2019), energy efficiency is a practice that aims to reduce energy consumption by optimising processes and using energy-efficient equipment. The issue of energy efficiency is difficult. To develop a solution, governments from various international bodies must collaborate and there must be effective coordination. At the global, national, regional, and local levels, coordination is required between politicians, academics, economists, technologists and other professionals. Raising energy efficiency and reducing energy usage are not independent goals. This approach helps companies to reduce their energy costs and promote sustainability. Many organisations wish to invest in innovative technologies, such as LED lighting, smart sensors, and energy management systems, to improve their consumption of energy. As per Boz et al. (2020), Sustainable packaging is an approach that focuses on reducing the environmental impact of packaging. Packaging today plays a critical role in promoting sustainability in addition to preserving food quality and safety, simplifying logistics and transportation, and improving communication. Despite recent successes, packaging sustainability still has to be improved. The packaging industry, like other industries, is presently confronted with issues of social justice, environmental protection, and financial development, which characterise the early 21st century corporate and social contexts. The sustainability of the value chain may be improved by convenient collection and sorting for recycling, composting, repurposing, and waste-to-energy processes, in addition to other suitable disposal and procedures of packaging, procurement of sustainable material, and lowering elements and usage of resources , while preserving important functions of packaging. This approach involves using renewable materials, such as bioplastics, and minimising packaging waste. Companies are adopting this approach by redesigning packaging, reducing the amount of packaging used, and using eco-friendly materials.
According to Singh et al. (2021), Sustainable agriculture is a practice that aims to reduce the environmental impact of agriculture and promote sustainable food production. Improved water resource management, effective soil nutrient management, restricted fertiliser and chemical usage, management of agro-waste, insect control tactics, crop disease management, and novel farming methods are all examples of sustainable agricultural practices. The evaluation of agricultural sustainability is based on regional or global issues including the accessibility of financial resources for farmers, technical advancements, and involvement in research and development while using new technology. This approach involves using organic farming practices, reducing pesticide use, and promoting biodiversity. Many companies are adopting this approach by sourcing ingredients from sustainable sources and working closely with farmers to promote sustainable agriculture.
According to Padilla-Lozano (2020), corporate social responsibility is an approach that focuses on promoting social and environmental sustainability through business practices. This approach involves taking responsibility for the impact of business operations on society and the environment. Companies are adopting this approach by implementing ethical and sustainable practices, supporting local communities, and promoting environmental stewardship.
According to Giang and Ha (2022), the Life cycle assessment (LCA) is a way to evaluate a product, process and service possible adverse environmental impacts by adding up resources into energy, material and emissions. It identifies specific inputs as well as emissions and evaluates any possible environmental effects, to continue improving knowledgeable decisions by examining the data. As a result, it is a strategy for evaluating the effects on the environment linked to every phase of business product life cycle, together with the extraction of raw materials, processing, manufacture, transportation, usage, repair then maintenance and recycling or disposal. Business executives are able to employ results to identify the techniques or products which have the lowest adverse impacts on the natural world. Life cycle assessment (LCA) is an approach that evaluates the environmental impact of a product or process throughout its entire life cycle. This approach helps companies to identify areas where they can reduce their environmental impact and promote sustainability. Companies are adopting this approach by conducting life cycle assessments of their products and processes and using the results to make informed decisions about sustainability. Therefore, innovative approaches to sustainable practices are essential for promoting environmental and social sustainability in today's world. Companies that adopt these approaches can reduce their environmental impact, conserve natural resources, and promote sustainability. These approaches require a shift in mindset and a commitment to long-term sustainability goals.
“2.3 Importance of Product persona as a solution to creating sustainable product”
According to Jain, Djamasbi and Wyatt (2019), remaining competitive in the market is essential for any business. Industries need to structure compelling products which are successfully adopted by their potential clients. To attain this objective, businesses should establish and also validate shared understanding of the targeted client base. Persona development method creates value in the business. This method can be executed rapidly and it’s very cost effective, which offers a roadmap for “continual assessment” as well as understanding of the requirements of potential clients. The product persona generates value for the company and also allows them to create consensus internally around their client’s requirements, choices, wants and needs.
De los Rios and Charnley (2017) believed that, nowadays, business strategies are changing rapidly as companies experience huge pressures from financial crises, pollution and resource scarcity. Material scarcity leads to rising cost, as well as recently introduced guidelines for extended “producer responsibility” in the European Union have executed sustainability tactics gradually becoming interesting to multinational companies. Supporting the continued advancement of sustainable goods will enhance responsible client consumption. Living sustainably will enhance responsible clients' consumption. Living sustainably will help to decrease carbon footprint and also improve the supply chain through reducing the utilisation of energy, safeguarding valuable ecosystems and diminishing pollution.
Sustainability refers to a wide opportunity and a sure-fire path for all types of brands to distinguish themselves and their product offering in a crowded industry (Blanke, Billieux and Vögele, 2022). Due to the enormous number of customers who prioritise sustainability in their product purchases, sustainability consumption is no longer a trend but rather a "long term" transition that has already had an impact on several market segments. However, customer opinions about “sustainability” continue to emerge, making it important that businesses keep researching the new considerations and evolving sentiments. The research and insights function lately undertook a large study that examined the "sustainable ideas and affiliations" of about massive number of clients from all over several nations to ensure that these organisations use fresh data to help their clients.
As per Ali et al . (2019), the requirement for “sustainability considerations” in item framework and advancement procedures has been getting acceptance in the marketplace. Basic responses to including “environmental concerns” in item development were addressed as “eco-design” that mainly had a focus on product. In the last 26 years, the field went via multiple transitions and expanded in focus to incorporate sustainability, facilities, business aspects and it can be addressed as “Design for sustainability” (DfS). Several studies in DfS literature have emphasised on focussing the differences which are present in businesses involved in the implementation of sustainability practices. The characteristics identified contained the structure of management, item development procedure in the industry, environmental knowledge, tactical focus of the corporation, business drivers of “DfS” as well as its viability. However, researchers gathered industries into sustainable environmentalists and managers as per their approaches to the sustainable development.
On the other hand the personas aid to design teams according to their users throughout the design process, and make decisions for efficient design without any improper generalisation as well as facilitate interacting about clients to multiple stakeholders. Ali et al . (2019), believed that marketers can use Delphi technique to rate the benefits of utilising a “persona identifies” from literature, at first client focus, where the end client of the item is the major product, secondly is the item requirements prioritisation, that regards product needs and assures which the proper issue is being resolved, thirdly is the client prioritisation, that brings about a emphasization on the important client and and at last “challenging assumption” is also an essential advantage of persona, this phase is often improper about the customers.
According to Balikci et al.(2021), Eco-design or eco-friendly designs aids to support the designers to fulfil all the requirements of sustainable prospects throughput all the phases of “product life-cycle”. A major vitality of “eco-design” is the proper effectiveness of the advanced sustainable products. In this context persona helps the designers to design sustainable products as per the needs of people. As personas are fictional, still they are capable of representing them during the design method. Product personas aid the businesses to keep the focus on the major goals, aims and responsibilities of the users who are purchasing the products. Product persona is also important as it helps industries to stay on the right path with the product designing through emphasising on the requirements of the users which the businesses set out to aid in the major stage and also prevent getting distracted easily due to continuous conflicting demands. Industries can also utilise empathy mapping to attain success in the procedure of persona discovering Design thinking also refers to the ground breaking approach to solve issues which puts the clients first to make “client-centred” items and facilities (Siricharoen, 2021). People who are purchasing the products are experts who want to solve the issue regarding the product but they don't know how to resolve them properly. Personas help the product designer team to evaluate the ideas of multiple users into the great solution for the particular situation rather than turning into “order takers”.
According to, Spiliotopoulos, Margaris and Vassilakis (2020), Understanding user interaction, categories, installation settings, and situations can assist with the design of user experiences and the subsequent usability assessment. The majority of the time, during the design phase, the client type and basic criteria are provided or may be gathered in order to simulate interaction. Product personas are fictional characters that represent the different types of users who might interact with a product or service. They help companies understand their customers’ needs, preferences, and behaviours, which can inform product design and marketing strategies. There are several types of product personas that companies can create to better understand their customers.
User personas represent the different types of people who use a product or service. They take into account factors such as age, gender, occupation, education, income, and lifestyle. User personas help companies understand the needs and behaviours of their target audience, which can inform product development, marketing messaging, and customer support. These are the most common types of persona and represent the target users of a product or service. According to Salminen et al . (2020),User personas help product teams to understand the goals, needs, and pain points of their users. They also help to ensure that the product is designed to meet the needs of a diverse range of users. For example, a company that sells a financial management app might create user personas for a young professional, a small business owner, and a retiree. The young professional might prioritise features that help them save for a down payment on a house, while the small business owner might need tools to manage cash flow and invoicing. The retiree might prioritise ease of use and security features.
Buyer personas represent the different types of people who are involved in the purchasing decision for a product or service. They take into account factors such as job title, seniority, budget authority, and buying behaviour. As per Bendig et al .(2022), Buyer personas help companies understand the motivations and decision-making processes of their target customers, which can inform sales and marketing strategies. For example, a company that sells enterprise software might create buyer personas for a CIO, a department manager, and a purchasing agent. The CIO might prioritise features that improve IT efficiency and security, while the department manager might prioritise features that improve team collaboration. The purchasing agent might prioritise pricing and contract terms.
As, per Atkins and Gaffney (2020), Negative personas represent the types of people who are unlikely to become customers or who are not a good fit for a product or service. They take into account factors such as demographics, behaviour, and motivations. Negative personas help companies avoid wasting resources on ineffective marketing and sales efforts. These personas represent people who are not a good fit for a product or service. Understanding negative personas can help product teams to avoid wasting resources on people who are unlikely to convert. For example, a company that sells luxury fashion items might create negative personas for bargain hunters, fashion sceptics, and eco-conscious consumers. Bargain hunters might prioritise price over quality and style, while fashion sceptics might prefer practicality over fashion. Eco-conscious consumers might prioritise sustainability over luxury.
Influencer personas represent the different types of people who can influence the purchasing decision for a product or service. They take into account factors such as social status, online presence, and communication style. As per Abidin (2019), Influencer personas help companies identify key individuals or groups who can help promote their product or service to a wider audience. These personas represent people who may influence the purchasing decision for a product or service, such as family members or colleagues. Understanding these personas is important for creating marketing messages that will resonate with them. For example, a company that sells beauty products might create influencer personas for beauty bloggers, makeup artists, and social media influencers. Beauty bloggers might prioritise high-quality ingredients and performance, while makeup artists might prioritise ease of use and versatility. Social media influencers might prioritise brand alignment and aesthetics.
User journey personas represent the different stages of the customer journey for a product or service (Kirmani et al .,2019). They take into account factors such as awareness, consideration, decision-making, and post-purchase behaviour. User journey personas help companies understand the customer experience and identify opportunities to improve it. For example, a company that sells a meal kit delivery service might create user journey personas for a busy professional, a health-conscious parent, and a culinary enthusiast. The busy professional might need to be convinced of the value of the service and might prioritise convenience and time savings. The health-conscious parent might prioritise nutrition and variety. The culinary enthusiast might prioritise quality ingredients and creative recipes.
“2.5 The steps associated with creating a persona”
According to, Jain, Djamasbi and Wyatt (2019), By creating product personas, one can better understand the customers and design products that meet their specific needs and desires.The following article is about the steps to create product personas.
Defining the research goals is the first step in creating product personas is to define the research goals. What do businesses want to learn about their customers? Examples of research goals could include understanding customers' pain points, identifying their interests and hobbies, or learning about their demographics.
Collecting data is the second step of this process. As per Salminen et al .(2020), Once one has defined the research goals, it's time to collect data. There are many ways to collect data, including surveys, interviews, focus groups, and social media analytics. It's important to choose the methods that are best suited to the research goals. Surveys are a popular method for collecting data because they can reach a large number of people and can be easily distributed online. Interviews and focus groups are more personal and can provide more detailed insights into customers’ thoughts and behaviours. Social media analytics can be useful for understanding customers' online behaviour and preferences. When collecting data, it's important to ask open-ended questions that allow customers to provide detailed responses. Examples of open-ended questions could include "What frustrates marketers about the current products on the market?" or "What would the ideal product look like?"
Analysing the data is the next step, once individuals have collected the data, it's time to analyse it. It’s time to look for patterns and trends in the data, such as common pain points or shared interests. Organising the data into categories, such as demographics, behaviours, and preferences. According to,Salminen et al.(2020), Creating personas Based on the analysis of the data, one can now create the product personas. Product personas should be fictional characters that represent the target audience. Each persona should have a name, a photo, and a detailed description of their characteristics, behaviours, and preferences.
When creating personas, it's important to keep them realistic and based on actual data. Don't create personas based on assumptions or stereotypes. Instead, use the data to create personas that accurately represent the target audience.
As per Using personas to inform product development is the fifth step, which individuals have created the product personas, it's time to use them to inform product development. Product personas can provide valuable insights into the customer's needs and desires, which can help to design products that meet their specific needs. For example, if one of the personas is a busy mom who values convenience, one may design a product that is easy to use and can save time. If another persona is a tech-savvy millennial who values sustainability, one may design a product that is eco-friendly and integrates with smart devices. Product personas can also be used to test product concepts and features. By presenting the product ideas to the personas and getting their feedback, one can ensure that the products meet their needs and preferences.
Finally, it's important to update the product personas as needed. According to Salminen et al. (2020), the business evolves and the target audience changes, the personas may need to be updated to reflect these changes. To keep the personas up-to-date, continue to collect data and analyse customer behaviour. Use this data to refine the personas and ensure that they accurately represent the target audience. Creating product personas is an essential step in designing products that meet customers’ needs and preferences. By following these steps and using data to inform the personas, it is beneficial to create fictional aspects and characters that accurately represent the target audience and provide valuable insights into their behaviour and preferences.
“2.5 Summary and literature gap”
As per Deepal and Jayamaha (2022), a literature gap can be identified in the area of product personas and their impact on product design and development. Products personas are fictional characters created to represent the ideal user of a product, and are often used in the design process to help understand user needs and behaviours. While there is some research on the use of product personas in product design, there is a lack of understanding on the effectiveness of different types of personas, and how they impact the design and development process. For example, there is a need for more research on the impact of personal characteristics such as age, gender, and cultural background on product design. In addition, there is a lack of research on how to effectively create and use product personas. While some research has focused on best practices for creating and using personas, there is still much to be learned about how to create personas that accurately represent the target user group, and how to effectively use them in the design process. Finally, there is a need for research on the impact of product personas on user satisfaction and product adoption. While it is assumed that using personas in the design process leads to better user experiences, there is limited research on the actual impact of personas on user satisfaction and adoption.
As per Al Jalahma and Slof (2022), To address this literature gap, future research could focus on the development of best practices for creating and using product personas, and on the impact of different personal characteristics on product design and development. Additionally, research could explore the impact of product personas on user satisfaction and adoption, and how to effectively measure this impact. This would help to better inform the use of personas in product design and development, ultimately leading to more effective and user-friendly products.
Chapter 3: Research Methodology
It is the systematic way of collecting data and then synchronising it as per the requirement iof the research paper. The explanation of research methodology states that it is a detailed procedure that serves as an example of how a study should be conducted (Snyder, 2017). It provides a systematic framework and helps the researcher organise the thoughts and opinions to get the finest study findings necessary for conducting the extended research. The research approach was developed in such a way that it effectively satisfies the objectives of the study (Snyder, 2019). The method has been carefully and reliably developed in the section below to examine how product personas affect the development of sustainable products.
“3.1 Research Philosophy”
The preliminary road in research technique is called "research philosophy". This particular phase of the study covers the origin, character, and expansion of knowledge associated with the study's topic (Bauer, 2017). It presents a viewpoint on the most effective ways to compile, examine, and apply data for research. Moreover, it's important to understand that the philosophical perspective on the research is quite beneficial in revealing the project's underlying predictions. There are several different research philosophies, including “subjectivism, interpretivism, positivism, and realism”. The most effective research philosophy is typically chosen using the study objectives. In this extended proposal the interpretivism research philosophy and positivism research philosophy will be chosen. The researcher will choose interpretivism philosophy as it will provide assistance in giving deep understanding of the research related parts. It will give a detailed explanation of the product persona leading to a sustainable product. The researcher will also choose positivist research philosophy as it facilitates in gaining the factual knowledge about the project through accurate measurement. This will help the research take a scientific direction while gathering insights about the innovative approaches to sustainable products.
“3.2 Research approach”
The phrase "research approach" refers to a strategy or general plan for carrying out a study that incorporates everything from general hypotheses to particular procedures for gathering, determining, and analysing data for the thesis. The research approach must be understood in order to establish an understandable plan regarding how the investigation should be conducted in order to provide the desired results. There are two different types of research methodologies: inductive and deductive (Woiceshyn and Daellenbach, 2018). The deductive approach works with pre-existing theories, views, concepts, and emphasis, but the inductive methodology includes developing whole theoretical propositions, concepts, ideas, and viewpoints about the phenomena under study. Analysing these two distinct research methodologies reveals that the deductive technique is linked to scientific investigation while the inductive approach is linked to the development of fresh notions. A further difference between the "deductive research approach" and the "inductive research strategy" is that the former moves from precise observation to broad generalisations (Maarouf, 2019). In the framework of this examination of the impact of a product persona while developing a sustainable product both the choice of an inductive and a deductive research approach will be taken into consideration. In order to integrate new theories will be interlinked to the topic and the research approach has proved to be helpful. The inductive research will assist the researcher in obtaining the flexibility of the study. Yet, the deductive research approach has been very beneficial in explaining the unstructured connection among the ideas and variables and placing the conclusions into a scientific context. The researcher has thus been able to quantify ideas pertinent to the investigation.
“3.3 Research design”
The outline which provides the technique for measuring and analysing the data is referred to as research design. It details how a researcher will accomplish the project by utilisation of proper methodological techniques.This part of the technique helps create an integrated plan for the execution of the research and integrating all of its various elements in a rational manner (Leavy, 2017). The study design, which aids in effectively resolving the research topic, is a crucial part of the process. “Cross-sectional, descriptive, exploratory, explanatory, case study, casual, and experimental designs” are among the several research design types that are employed. When selecting the ideal research design for the project, the problem of the study or the question of the study must be kept in mind. To examine how a product plan aids in the development of sustainable products, the scientist will select both a descriptive research strategy and an exploratory study design. In this case, the use of a descriptive research design will make it feasible to address the research issue and meticulously document the phenomenon associated with the research. This method will be employed to thoroughly clarify the elements relevant to the investigation. It is closely associated with the quantitative framework.
“3.4. Research Strategies”
It is very crucial to choose an effective research strategy while conducting any research as , provides a proper direction. The concept of a research strategy can be featured as a step-by-step manual which guides thoughts and opinions of any researcher to produce the right kind of data. The research strategy is similarly important in order to develop a plan of action for correctly conducting the study and producing the desired research outcome. The selection of the most effective research strategy has a positive impact on the proper planning of elements including research methodology, execution, and outcome. Research strategy helps the researcher to properly plan, carry out, and obtain the results.
The two types of research strategy that are known are referred to as qualitative and quantitative research strategy. The qualitative one focuses on words and their meanings, whereas the quantitative one works with numbers and figures. Qualitative research is used to comprehend concepts, events, and thoughts (Azungah, 2018). Comparatively, quantitative research helps in the development of facts about a subject that may be used broadly. In a nutshell, qualitative research produces textual data, and quantitative approach produces numerical data. The methodologies and for conducting qualitative research involves interviews, observations and literature review. The quantitative research strategy involves experiments, surveys with closed ended questions and numerically represented observations.
When deciding on the optimal strategy, the research's aims and objectives are taken into account. In this study, the researcher has used a mixed research methodology to examine how sustainable products are developed with the help of detailed product persona. He will consider this by the utilisation of both quantitative and qualitative research techniques in this project as a result. The right choice was to use a qualitative research method to learn more about the research topic in-depth. Using a qualitative research method has been quite helpful in gathering precise data and understanding the study's problem.
“3.5 Research Choices”
The different research choices that are outlined in the Saunders onion model are commonly known as Mono method, mixed method and multi method. The very name mobo method engages only one research approach for study. The mixed method entails two or more research methods and they engage both quantitative and qualitative methods (Queirós et al., 2017). The multi methods entails a wider choice of methods is utilised. The mixed method associates combined methodology which develops a single dataset. The mixed method will be chosen by the researcher in this particular research as it compares the numerical data with qualitative data or incorporates qualitative data to gather deep insights and provide justification to the findings revealed in literature review. With the help of research questions that have been selected it is essential for the researcher to obtain sound opinions which can further justify any numerical data which can arise while comparing qualitative and quantitative data.
But there are certain limitations to this particular method and they should be taken into account before the researcher proceeds with the data collection (Johnston, 2017). One of the weaknesses is that utilising the mixed methods in both of the data can will probably need to be transformed into a format which will allow for equal comparison and analysis of both the data sets. The next chapter in “Data analysis” will reveal how data can be transformed with the use of interviews to enable fair and equal comparisons.
“3.7. Study participants”
This particular section will outline certain criteria which should be fulfilled by the participants required for both the surveys and interviews which will be conducted for this research. A close investigation of the best sample and sample strategies must be utilised while conducting the research. It should be included in the research to make sure that the appropriate and adequate data is gathered.
“3.8. Criteria for Participants”
As the researcher aims at conducting surveys of the opinions of the customers regarding sustainable products it is necessary for the participants to fulfil the following criteria.
The first criteria which ios taken into account of this extended study is that they should be eligible to vote (18 years or above). It will make sure that the participants have adequate knowledge needed to answer the questions properly.
The second criteria to be fulfilled before their participation in this study are that they have their willingness to participate in the survey or interview. The participants will be emailed an official letter detailing an introduction to the research that has been prepared. The letter will explain the defined goal of the research and the chapter overview of the research. Effective communication is another essential requirement to develop an optimistic opinion with participants. It is necessary to note that they have not participated in any other survey recently regarding this particular topic.
“3.9. Sampling”
Sampling refers to selecting the group from which the researcher will be able to collect data required for the research (Berndt, 2020). It is known as selecting a specific group of population of interest within a research study. It is impossible to collect data from a wider range of population for conducting a research therefore researchers must select any group of individuals based on their interest for collecting data for the research. The purpose of sampling is to approximate a wider group of qualities pertaining to the research question and to be representative so that researchers can make judgments more about the larger population (Tabandeh et al., 2022).
Sampling in research can be categorised in two major groups such as probability sampling and non probability sampling. Probability sampling contains four techniques such as simple random sampling, systematic sampling, cluster sampling and Stratified random sampling (Wu et al., 2021). Furthermore under the non probability method there are four most common techniques such as purposive sampling, convenience sampling, quota sampling and snowball sampling (Gill, 2020). The researcher has selected stratified sampling as the sampling technique for conducting the research. While following stratified sampling technique the researcher must have to assure that every participant who will be involved in the research should meet the criteria of the research. By utilising the Stratified sampling method the researcher will be able to represent data of the research in a more accurate and presentable way (Bhardwaj, 2019). It may help readers to understand or consider the population as a whole compared to random sampling as on this technique there is no assurance for accurate representation of data for considering the population as the whole.
“3.10. Sample Size”
Sample size refers to the measure of the number of samples of individuals used in a research. Furthermore, individual participants involved within a research are also known as sample size in a research (Andrade, 2020). According to statisticians the appropriate sampling size is 10% of the overall population that has been targeted for collecting data of the research (Lakens, 2022). The researcher has selected 20 participants for conducting surveys throughout the research. The researcher must select appropriate sampling size for individual participants involved in the research for reducing time, cost and effort for completion of the research (Nanjundeswaraswamy and Divakar, 2021). The researcher should select participants from different age groups that may help the researcher to gain depth insights for collecting data from participants of different age groups. It may allow for various similarities and contrasts between and within different age groups which helps to collect more evidence based data for the research.
“3.11. Procedures”
Research procedures refer to different activities that researchers used to follow to complete the overall research (Opie, 2019). Researchers must be concerned to follow each activity to carry out the research efficiently and accurately that may increase the overall productivity and credibility of the research. At first the researcher has to identify and evaluate the topic of the research for demonstrating effective insights regarding the topic of the research and how it may impact on the outcomes of the research. Furthermore the researcher has to optimise different information regarding the research topic to collect authentic data and information from a wider range of sources.
After that the researcher should assure proper allocation of resources for finding effective solutions regarding various issues of the research. With proper allocation of resources the researcher will be able to make maximum utilisation of these resources that may boost up the speed of completion of the research. The researcher should evaluate every source used in the research to ensure the credibility of the research; the researcher has to choose authentic, reliable sources for evaluating the suitability of the sources within the research. Before commencing the research the researcher must make demographic screening that is the most important step of the overall research. Through utilising demographic screening approaches in the research the researcher will be able to ensure that every participant involved in the research have properly met the criteria of the research (Coppock and McClellan, 2019).
The researcher will make short questionnaires among an equal number of candidates within different groups of individuals. After that the researcher should inform individual participants to read the information sheet that will provide a detailed overview of the research to participants and take consent from every participant by signing the consent form by each participant. It may assure that every participant involved in the research is happy by getting engaged in the survey or interview. By taking consent from individual participants the researcher will be able to collect permission from individual participants for utilising the data and information provided by them in the research work and assures to maintain confidentiality to protect their privacy for personal information.
Another procedure that researchers have to follow to conduct efficient research is recording interviews of individual participants that are required for presenting and interpreting data and responses collected from individuals. The researcher should record the interviews either individually or with the help of a professional transcriptionist. All of the interviews should be conducted one-on-one instead of in groups, and these should take place in a secure space that is accessible to both the researcher and the participant. The participant will feel safer as a consequence, and the data collected will be secured much more. It is more probable that the individual will open up and share their actual experiences and opinion while being involved in a comfortable environment.
“3.12. Credibility and validity”
Credibility refers to the accurate value of findings of qualitative research. It is regarded as being the most significant factor or criterion for measuring trustworthiness (Shufutinsky, 2020). This is due to the fact that in order to demonstrate the credibility of the findings of the study, credibility essentially compels the researcher to directly connect the findings of the study with realities. Credibility in a research enhances the trustworthiness and expertise of the research that may lead to generating accurate outcomes of the research. Credibility of a research ensures lack of bias that makes the study more valid and credible thus it will be accepted by everyone (Shufutinsky, 2020). The researcher has to set out clear rules for conducting the overall research for reducing bias in the research.
Validity is the method of reviewing a measurement technique’s capacity for generating reliable information for the purpose of a study. The research did not contain any data collected from unreliable websites or sources that would have affected the quality and validity of the research (Sürücü and MASLAKÇI, 2020). The researcher has expertly analysed the responses and data collected from participants, that may also help to evaluate their perspectives and provide additional understanding of the topic of the study. Every single information used in the research needs to be collected from available, authorised and accessible websites that assures the validity of the research.
The researcher should utilise a convergent design to compare the results from both the quantitative and qualitative data sources in order to guarantee that the research is legitimate and reliable. The researcher must obtain both qualitative and quantitative data throughout the same phase of the research process when employing a convergent design (Sürücü and MASLAKÇI, 2020). It helps to ensure that each and every data set obtains the same weight and each data set interprets the outcomes of the research independently. It will help to guarantee that the information acquired is authentic and acceptable if the research will be done through appropriate and independent evaluation of data of the research.
“3.12. Ethical Consideration”
Ethical considerations are a set of rules and instructions that help the researchers develop efficient study strategies and practises in compliance with various considerations connected with the issue of the research. Conducting productive and precise research that can enhance the reliability and trustworthiness of any study requires proper ethical evaluation. Research ethics are standards that sustain morality among participants and lead researchers while carrying out the research (Hasan et al., 2021). In addition to ensuring proper financial management and preventing research misconduct, they maintain researchers responsible. Researchers should be concerned to adhere to proper research ethics that are mandatory for ensuring the research’s credibility and applicability throughout a wider range.
All participants should be made aware of their roles and duties, as well as the standards and commitments that have a significant impact on the study’s findings. In addition for participants to give their everything and contribute to a successful study, it is essential that the researcher offers participants equal opportunities and privileges (Hasan et al., 2021). In order to achieve the intended outcomes, the researcher must also be aware of the participants and take the necessary precautions to protect any sensitive information. Throughout the research process, participants are required to collaborate with one another as well as adhere to the rules. In order to provide their personal information, participants need to have the independence to make choices and maintain their privacy. The official website of the company, government websites, and other reliable sources should be used to gather statistics and information for the research.
The research will be completed in accordance with the Data Protection Act of 2018, which ensures the protection of individual’s confidential information and data so they can effectively express their opinions and perspectives (Hasan et al., 2021). The research should not take any activities that could have a negative influence on the environment or the society, and neither will any participants or animals be hurt during the research. In order to increase the credibility of the research, both state and federal laws must be adhered to (Hasan et al., 2021). The researcher should prioritise safeguarding the freedoms and privacy of participants in the study. The research participants should provide their full consent before arranging the interview.
Chapter 4: Data Collection and analysis
4.1 Data Collection
Data collection refers to collecting and measuring data and variables in order to make findings of the research questions by using various sources. Data collection helps the researcher to gain depth insights regarding the topic of the study as it collects data and information from various sources that enhances the credibility of the research (Mkandawire, 2019). In order to demonstrate and validate the goals of this research as well as provide its findings, data is collected using a variety of techniques. Primary data collection includes collecting data directly away from reliable sources on anything like a specific subject for study, which expands to the collecting of the information and statistics that are already recognized (HR and Aithal, 2022). Secondary data, on the other hand, contains information that has already been related to the relevant purpose of the study. So, to achieve their goals, researchers collect information using both primary and secondary approaches.
The researcher will follow mixed methods of data collection and analysis that requires combining both qualitative and quantitative data. It may help the researcher to gain better insights for generalising external valid insights of data used in the research (Dawadi et al., 2021). For the following research the researcher will conduct both survey and interview to collect response and opinion of individual participants regarding the topic of the research. By conducting interviews and surveys the researcher will be able to collect fresh and genuine experiences and opinions of individual participants regarding the topic and concern of the research (Guetterman et al., 2020). Also, the researcher will collect data from secondary sources for different research objectives that may help to make theoretical justifications for the objectives and results of the study and also provide relevant insights into multiple areas of the research. Within this stage of the research the researcher should ensure that every participant has the eligibility to be involved in the research and it is also important that individual participants will share their experiences with honesty and dignity.
“4.1.1 Surveys”
Survey refers to a quantitative method that is used in research for collecting information from a wider range of respondents by asking them multiple questions regarding the topic of the research. By conducting surveys the researcher will be able to gain a deep understanding of the opinion of participants on specific questions which may help the researcher to make effective decisions throughout the research. The development of the survey is an important step in the data collection phase of the research. The survey must be structured properly in order to ensure the researcher can gather the data that is required to respond to each question.
For the following research the researcher will conduct a survey among 20 customers to collect their opinion regarding specific questions based on the topic of the research. It would be best for the researcher to use an online survey tool for this study as it will cut down on both the time and money required for the researcher to conduct the survey (Ball, 2019). The researcher will also receive the statistical data by using an online survey application in less time and effort (Nayak and Narayan, 2019). By using the online survey method the researcher will be able to reach a wide range of individuals and collect their responses conveniently.
“4.1.2. Interview”
An interview refers to a meeting in which the interviewer asks questions and the interviewee responds. It’s mainly a “qualitative technique” for learning more about things like behaviours, views, opinions, requirements, and others. Interviews can be held in-person, over the phone, or through teleconference (Archibald et al., 2019). Whilst occasionally a “conversation” may take place between two people who type inquiries and responses back and forward on, interviews nearly invariably require spoken discussion between a numbers of individuals.
As, interviews are the most efficient “research tool”, therefore it assists one to gather data as well as draw more specific conclusions than other research processes. By taking interviews of managers, executives and leaders of an organisation and gathering their views upon the specific topic about the business can aid an individual to get the knowledge about the particular topic and the business practices. Researcher often utilise this interview method when they need particular data which can be gathered through meeting as well as personally interacting a sample from the target population. As an example, “field surveys” are the most effective strategy to gather “primary data” by interviews.
4.2. Data Analysis
The entire process of collecting data for the research is described as data analysis. Data analysis allows researchers to gather data provided by respondents and convert it into information that the reader may use to comprehend the researcher’s viewpoint while making decisions (Mihas, 2019). Data analysis refers to the actions undertaken by the researcher to generate any useful insights through logical and statistical methods for assessing and evaluating data in order to get insightful conclusions. Every activity of the research needs to be carefully followed by the researcher, which could enhance the effectiveness of the research. Data analysis allows the researcher to identify trends and patterns of the research including similarities and differences between a wide range of data that has been collected from participants involved in the research (Mihas, 2019). The appropriate way for analysing data used in the research will help the researcher to obtain the best outcomes by evaluating the overall research.
“4.2.1 Coding Qualitative Data”
In order to identify themes and patterns, qualitative coding is the systematic classification of qualitative data excerpted throughout the research. It will help the researcher to arrange data collected by focus group or in-depth interview transcripts, into effective patterns and themes for analysis. For the following research the researcher will select triangulation as the suitable method for collecting and analysing data for conducting the research (Linneberg and Korsgaard, 2019). The researcher should code the qualitative data collected from individuals in the interview. It may help the researcher to compare and contrast between different data sets collected in the research.
The aim of the research is to understand thoughts and opinions of individual participants by coding interview responses that may help the researcher to establish theoretical perspectives for evaluating the opinion of individuals. The researcher will use inductive coding that may allow the researcher to code the qualitative data collected in the interview without hypothesis or preconceived ideas (Chandra et al., 2019). The researcher should code each interview that will ensure the researcher has dedicated enough time while conducting each interview that may help to extract relevant data from the research.
“4.2.2 Combination of Qualitative and Quantitative Data”
As the researcher will use a mixed method of data collection and analysis thus it is most important to compare and contrast between two types of data collected to gets a depth insight regarding implementation and integration of data throughout the research (Stahl and King, 2020). The researcher has to coded the data collected from individual participants in the interview. After that the researcher will be easily compared with statistical data collected from individuals in the survey. It may help the researcher to evaluate trends and similarities of different variables throughout the research by assessing differences and contradiction between different perspectives of the research.
Evaluating data collected from both qualitative and quantitative processes may help the researcher to verify the findings of the literature review through data collected in the interview. It may help the researcher to make further justification for incorporating data in various areas of the research (Aspers and Corte, 2019). Through analysing the collected data, opinion and perception of specific populations regarding exploring the influence of Product persona for creating sustainable products can be revealed. It can be compared with arguments of authors that have been collected in the secondary analysis to evaluate the credibility of data collected by primary research (Strijker et al., 2020). Moreover, by comparing the frequency of data collected from primary research with data that has collected from scholarly articles will help to evaluate the extent of individuals regarding exploring the influence of product persona for creating sustainable products.
Appropriate analysis of data collected from primary and secondary sources is essential for assuring that best outcomes of the research will be determined at the end of the overall research. Combining qualitative and quantitative data will instruct the researcher to follow the suitable process and steps for evaluating and comparing between data collected from both primary and secondary sources.
Summary
Data collection and analysis is one of the most crucial phases for conducting any research effectively by considering every single aspect of the research. Effective data collection and analysis is essential for employing and utilising data and information collected from authentic sources in order to ensure the credibility and authenticity of the research. For the following research based on exploring product persona for creating sustainable products the researcher will use both primary and secondary sources. The researcher will use surveys and interviews among management authority and potential customers for evaluating their opinion regarding the topic of the research exploring Product Persona for creating sustainable products. The researcher will also collect information from secondary sources that are authentic, reliable and easily accessible that will enhance the credibility of the research.
The next stage of the data collection and analysis is conducting surveys among customers to collect their individual response regarding the topic of the research. After conducting a survey the next stage is conducting an interview among management. The next process is analysis of collected data from primary and secondary sources. Data analysis in mixed research method is based on analysing quantitative data by using quantitative methods and qualitative data using qualitative methods. This phase of the research provides a deep discussion of processes used for collecting and interpreting data with justifying the appropriateness of specific methods.
It has made a detailed explanation of the structure employed in the survey and interview. By evaluating the detailed structure of the survey and interview the researcher will be able to obtain the most suitable data sets from both qualitative and quantitative data sets. The researcher will be able to appropriately draw conclusions from the research work by employing the particular coding techniques that have been discussed previously. In order to ensure that trends and similarities or differences between the data sets may be examined, it has also offered an in-depth explanation of how both data sets should be combined and analysed together.
Chapter 5: Conclusion and Recommendation
The purpose of the above study is to investigate the idea of a product persona as a technique for creating a sustainable product. The idea of product design has achieved significant success in fostering the production of things that satisfy consumer’s demand and are extremely practical for use. Since consumer- centred design has grown increasingly popular, more products, systems, and websites are now more accessible. Personas are the primary focus of this specific study, which will help to comprehend the idea of a sustainable product. Personas are depictions of distinct customer groups with identical requirements and features. A fictional character establishes an image and reflects a wide range of genuine consumers who possess particular characteristics in exchange. Through the facilitation of efficient communication, a persona has increased the focus on the users and their flicks. It has further decreased the number of necessary effective modifications at the end of the development stage. It is feasible to describe a persona as a model that places a strong emphasis on the purposes of the people accessing a specific object.
The aim of the above research is evaluating how product persona can be regarded as an effective solution to make sustainable products. The above research is based on several objectives through which the researcher will collect responses by using both primary and secondary sources. The researcher will use both qualitative and quantitative methods for evaluating insights of individuals for generating effective insights of the research. The researcher has collected information to provide accurate insights to different objectives of the study by using authentic, reliable secondary sources such as journal, books. By conducting literature review the researcher has analysed thoughts, opinions and theories made by different theorists and academics. By doing so the researcher will make effective decisions while considering product persona as a solution for creating sustainable products in the modern business world.
The third chapter of the above research is evaluating various methods that the researcher should undertake for ensuring successful completion of the research. It has mentioned philosophy, approaches, strategies, sampling associated with the research and also highlighted various ethical concerns that the researcher need to follow while conducting the research. This section of the research has highlighted the benefits and weaknesses of mixed research methods that may help the researcher to make further justification for ensuring successful completion of the research.
The fourth section of the research is data collection and analysis that has given detailed explanation regarding sources and methods of collecting data and how the data can be evaluated to find appropriate solutions regarding different objectives of the study. The researcher will use both qualitative and quantitative data for collecting answers to different objectives of the research. The researcher will conduct both survey and interview to collect experiences of individuals regarding the topic of the research.
In recent times, consumers want sustainable products that may help to reduce environmental pollution and promote a sustainable future for the next generation thus businesses must take effective initiatives for making sustainable products for meeting individual needs of customers. Businesses can consider the following strategies for creating more sustainable product:
Select low impact materials for ensuring longevity of products to gain compatibility over competitors.
Businesses should avoid materials that cannot be recycled as it may increase wastage and give harmful impact to the environment.
Businesses can use appropriate design for creating products with less amount of materials.
Businesses can use renewable resources and make maximum utilisation of the resources that may help to avoid resource scarcity and reduce wastage.
Businesses should produce products by following proper ethics that may ensure the sustainability of the product.
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