Personas
title: Personas sidebar_position: 1 editor: render-on-save: false
Personas
Clustering Students to Build 3 Personas
Personas are created using K-means clustering, an unsupervised machine learning algorithm, which clusters college students based on their responses across 36 Likert-scale fields in the online survey. Clusters are visualized using Principal Component Analysis (PCA), where the principal component loadings on the X and Y axes represent the weights of the original Likert-scale fields, transformed into the principal components that capture the most variance.
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There is some similarity between clusters. All 3 personas report a high level of financial anxiety and below-average satisfaction with their financial literacy.
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Principal Component Analysis (PCA) is used to convert data to lower dimension space. This is a predecessor of embeddings.
Persona 1: “Eco-Friendly”
Questions Most Affecting Persona Creation include…
Persona 2: “Moderate”
Questions Most Affecting Persona Creation include…
Persona 3: “Frugal”
Questions Most Affecting Persona Creation include…
Clustering Heatmap
Mean Answer Scores
Mean response values for each Likert question in each cluster:
| Cluster | 如果你/妳懷疑你/妳要買的番茄可能是由強迫勞工（現代奴隸）採摘的，你/妳仍然會買它嗎？ | 你/妳關心食安嗎？ | 你/妳7年內買車嗎？🚘 | 你/妳7年內買房嗎？🏡 | 你/妳購物時知道產品環保嗎？ | 你/妳覺得認證環保的公司更好嗎？ | 你/妳支持肉稅嗎？ | 你/妳關心食用雞的生活嗎？ | 你/妳避免吃肉嗎？ | ... | 你/妳知道許多植物和動物的名字嗎？ | 你/妳感覺自己和大自然很接近嗎？ | 你/妳努力實踐低碳生活嗎？ | 你/妳想做更多環保事嗎？ | 你/妳對環境相關政治議題有興趣嗎？ | 你/妳信任碳排放抵消額度嗎？ | 你/妳的環保行動對環境保護有效果嗎？ | 你/妳想在行業內推環保嗎？ | 你/妳得自己對新觀念開放嗎？ | 你/妳的大學對可環保性支持嗎？ | |
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| 0 | 0 | 2.026906 | 3.991031 | 2.206278 | 1.663677 | 3.681614 | 4.300448 | 3.434978 | 3.533632 | 2.269058 | ... | 3.381166 | 3.457399 | 3.426009 | 4.264574 | 3.820628 | 3.210762 | 3.645740 | 3.730942 | 4.403587 | 4.210762 |
| 1 | 1 | 2.106742 | 3.516854 | 3.898876 | 2.904494 | 3.140449 | 4.028090 | 2.943820 | 3.117978 | 1.685393 | ... | 2.814607 | 3.039326 | 2.808989 | 3.679775 | 3.101124 | 2.865169 | 3.202247 | 3.117978 | 4.016854 | 3.719101 |
| 2 | 2 | 2.214286 | 3.225000 | 1.575000 | 1.282143 | 2.853571 | 3.864286 | 2.642857 | 2.610714 | 1.600000 | ... | 2.453571 | 2.521429 | 2.446429 | 3.364286 | 2.739286 | 2.664286 | 2.792857 | 2.878571 | 3.850000 | 3.500000 |
3 rows × 37 columns
Agreement between personas
Highest agreement between personas is about health, safety, pollution and climate concerns.
