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-renowned hospital group asked me to create quantified personas reflecting the US healthcare market.
My Role Partner on a team of 3, we'd all seen certain personality types in health care settings. We created a survey to run on the hospital group Web site addressing feelings we had all seen in healthcare situations:
I expanded the survey to also collect qualitative data in order to fill out the quantitative survey data, which was also peppered with open-ended optional questions.
I wrote the survey with a team mate, and executed all qualitative data collection, data analysis and writing for the final report on my own.
Read the project summaries below.
And, read the final report here (in PDF, opens in new tab).
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.