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Durch die Beschreibung der unterschiedlichen Eigenschaften, Bed\u00fcrfnisse, Ziele und Verhaltensweisen der verschiedenen Kundengruppen in Form von Personas k\u00f6nnen sich Designer, Software-Entwickler oder Marketing-Experten in den Nutzer hineinversetzen. Neben vielen Vorteilen, die zur Popularit\u00e4t des Persona-Ansatzes f\u00fchren, existieren aber auch Herausforderungen. Insbesondere die \u00fcblicherweise qualitative Persona-Entwicklung in der Praxis kann zu Fehlinterpretationen oder mangelnder Akzeptanz f\u00fchren. Dies hat zur Folge, dass entwickelte Personas in Unternehmen h\u00e4ufig nicht langfristig eingesetzt werden. In diesem Beitrag wird daher gezeigt, wie durch Verwendung von Design Science Research und Action Design Research eine kombinierte Forschungsmethodik den konsequenten Einbezug der Praxis im Zuge der Entwicklung von 360-Grad-Personas f\u00f6rdert.<\/jats:p>","DOI":"10.1365\/s40702-023-01024-5","type":"journal-article","created":{"date-parts":[[2023,12,28]],"date-time":"2023-12-28T16:02:24Z","timestamp":1703779344000},"page":"802-819","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Implementierung von 360-Grad-Personas auf Basis von Action Design Research und Design Science Research\u00a0\u2013 Ein Forschungsprojekt mit der Praxis","Implementation of 360\u00b0 Personas Based on Action Design Research and Design Science Research\u2014A\u00a0Combined Research and Practice Project"],"prefix":"10.1365","volume":"61","author":[{"ORCID":"https:\/\/orcid.org\/0009-0006-5389-6869","authenticated-orcid":false,"given":"Stefanie","family":"Alex","sequence":"first","affiliation":[]},{"given":"Susanne","family":"Robra-Bissantz","sequence":"additional","affiliation":[]}],"member":"93","published-online":{"date-parts":[[2023,12,28]]},"reference":[{"key":"1024_CR1","doi-asserted-by":"publisher","first-page":"274","DOI":"10.1365\/s40702-020-00604-z","volume":"57","author":"F Becker","year":"2020","unstructured":"Becker\u00a0F et\u00a0al. 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