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Abstract

This paper proposes a novel approach to modeling the diversity in users’ perceptions, based on a mixture of qualitative and quantitative techniques: the Repertory Grid Technique and Multi-Dimensional Scaling. The proposed method can be used for identifying diverse user groups that can inspire a range of personas, or for selecting subjects for field studies and usability tests. In a case study we explored the perceptions of product creators and end users towards an innovative product in its early design stage.