Abstract
Due to rise of our standards of living, people come to request not a quantitative satisfaction but a qualitative satisfaction from the product in recent years. In order to solve this problem, we consider the method that is to understand customers' needs and the sensibility by making the persona, and using neural network. The persona can be understood as an image of customer, and this is used by some companies to grasp customers' needs. The neural network is used to decide to feature of products. Its learning method is a backpropagation. In this paper, a product object is a cellular phone, and we take surveys about cellular phone on students of Toyota technological institute. Based on these surveys, we make a persona, and make a decision about features of a cellular phone. We confirm the effectiveness of this method based on this example.
