We had seen personas via contextual inquiry with patients. To quantify those via personas, we developed a 2x2 framework to look into 4 conditions around healthcare: feelings of Trust, Barriers, Concern, and Empowerment. Here, our hypotheses of personas placed on these 4 axes.
Goal A world-reknowned hospital group asked me to create quantified personas reflecting the US healthcare market.
My Role Partner on a team of 3, each of us having participated in extensive contextual inquiry in the healthcare space, we decided on 4 axes to investigate, and created a survey to run on their website to illustrate respondents' feelings. Our qualitative research had shown hypothesized personas in these spaces on these axes, left.
Seeking to quantify our qualitative research, we created a survey addressing feelings around healthcare regarding:
Having collected extensive demographic data, including health conditions,
I worked alone in Excel to sort survey & qualitative data by main axes — Trust, Barriers, Concern, and Empowerment.
While our 1,500 participants' data clustered in one area of the axes, below left,
I created an index in order to discern significant persona differences, below right.
Eight personas emerged from survey responses and additional qualitative data: Highly Engaged (4%), Overburdened (19%),
Hardy (15%), Skeptical (39%), Low Maintenance (6%), Active Easygoing (13%), Struggling (8%), Concerned (4%)
To ensure the US Healthcare Market was fully represented per our goal, in addition to the survey running for two weeks on mayoclinic.com, I ran the survey across the country online directed to both urban and rural areas, and
conducted the survey in person in rural Michigan, California, and in Ohio, Illinois, and New York for additional qualitative data.
Personas' Traits Compared
Comparing traits among the personas,
their differences were clear.