Persona Design Method for Evaluating Business Skills

This paper describes a novel method to apply the persona design method in marketing science to the human resource management domain. Using the technique, employees in a business firm can identify and rank the images of the business skills the ideal leaders of an IT- oriented organization. To clarify the differences in recognition, we apply the persona technique. The persona technique was started in the user interface field of computer software development or marketing strategies, and has spread to the product development field. The proposed method uses the following procedure: 1) set persona characters with various attributes, 2) assign the attribute values by the orthogonal design technique, 3) design questionnaires, 4) get questionnaire data on the personas from subjects, 5) evaluate the data recorded on respondent questionnaires. Using the proposed method, we successfully detected the ordering of different employee images of organization leaders.