Fallstudie för Fishbrain AB : Användarundersökningar för framtagandet av personas där användarna har en geografisk spridning

Sammanfattning: This study is a case study for a mobile app for fishing enthusiasts, Fishbrain with the purpose of presenting personas based on user-research. This assignment was carried out upon request of Fishbrain as the company finds that they lack qualitative data. One main reason for this is that the majority of the users are located in the US. Fishbrain has 4.83 million users mainly across the United States, Australia, Sweden and Brazil (14th of December 2017). This study intends to determine whether our chosen methods for user-research can apply when the interviewers and the responders are located at different geographical locations, and to evaluate if our chosen method for deriving personas can be applied on a large user base. This study is based on quantitative data collected through surveys. Subsequently, interviews were conducted as a method for collecting more qualitative data. Based on this empirical foundation, interesting insights and recurring factors were categorized. Two primary personas and two secondary personas were developed from this analysis. This study finds that our chosen methods for user-research are valid when users and researchers are located in different places, but that there are certain limitations that the researchers should take into consideration, for example the time difference. This may require a longer research timeframe  than if the research is conducted in a lab environment.