Applying directed qualitative content analysis for data-driven persona creation: a case study on user-centered digital marketplace development

Abstract This paper presents a case study to illustrate the application of the directed qualitative content analysis (DQCA) technique to focus group transcriptions for data-driven qualitative persona creation, with broader applicability in human–computer interaction and software development. Using a case study from a project focused on creating an e-grocery marketplace for facilitating short agrifood supply chain trade in the Portuguese context, we demonstrate and validate how DQCA can systematically generate personas that reflect real user needs. For the focus group session, we involved one of the project’s stakeholders: family farmers. Furthermore, we propose how these personas can be integrated into the Rational Unified Process software development methodology, guiding decision-making, user-centered design, and prioritization throughout all its phases. Despite being rooted in the e-grocery domain, this paper’s methodological approach and insights into generating and integrating user-centered personas in software development processes apply to a broader range of industries and projects, offering guidelines for practitioners and researchers in diverse contexts.