Building statistical personas to co-produce knowledge on interventions for sustainability

This study explores the development and application of statistical personas to bridge the gap between scientific research and stakeholders for sustainability interventions. Using a mixed-methods approach, we analyzed data from the Panel Lémanique survey to create personas representing diverse household types with significant carbon footprints. Five clusters were identified based on primary CO2 emission domains: transport, long-distance travel by plane, housing, and food and goods consumption. The methodology adapted persona development techniques from user experience research, combining quantitative and qualitative data to create relatable, narrative-driven representations of stakeholder groups. These personas aim to enhance communication, foster stakeholder engagement, and support the design of targeted, effective sustainability policies. Despite the constraints of data complexity and time, the findings underline the potential of personas as a tool for co-producing knowledge and advancing systemic changes toward reducing lifestyle-related carbon emissions.