Abstract: Personas analysis can help to construct user model of personalized design system and understand the Essential factors of user needs better. To this purpose, Fuzzy Clustering Method of Personas Construction Based on Rough Set（FCM PCBRS） is proposed in this paper. It extracts typical user attribute characteristics with fuzzy clustering analysis of the data from user research. It builds representative persona templates and database of user demand personalized features. Relational data between user demand model and product conceptual design model constructs subsequently to meet the query needs of personalized design system. FCM PCBRS improves the personas analytical method, and contributes to make product conceptual design easier to locate personalized information of the target users and quickly generates product concept model and design.

Key words: persona analysis, fuzzy clustering, rough sets, user model

摘要： 角色分析可以满足产品个性化设计系统中对于用户模型构建的需要。提出了基于粗集的模糊聚类角色分析与模型构建方法，通过构造基于粗集的模糊相似矩阵、确定角色属性的模糊相似聚类分析方法，从用户调研数据中提取典型用户属性特征，构建角色模型。该方法完善了角色分析在产品设计中的应用方法，有助于快速生成概念产品设计模型与方案。

关键词: 角色分析, 模糊聚类, 粗糙集, 用户模型