Development of a Framework for Data-Supported Personas

This paper presents a design science research project in which a framework for the creation of personas is being developed. The framework is intended to help SMEs to better understand their customers based on personas and to improve products and services or develop new products and services on this basis. The framework is developed and evaluated in several iterative cycles. To develop the personas, the company's own data is collected, cleansed, and clustered using the k-means method. The persona profiles are created using generative artificial intelligence and processed using qualitative methods.