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Data-driven personas: Generating consumer insights with the use of clustering analysis from big dataMolenaar, L. (author)This report describes a graduation project carried out at Exact business software. The goal of the project was to develop data-driven personas for the accountancy team within the company. The previously used set of personas were based on intuition, which created a feel for what type of person to design for. This might be relevant for empathizing...master thesis 2017