From behavioral profiles to lifestyle narratives: a systematic review of persona concept in occupant behavior research

Abstract

Understanding occupant behavior has become increasingly critical in energy-related research due to its substantial influence on building performance and energy consumption. While occupant behavior has been widely studied over the past two decades, its link to the concept of persona has received less attention than warranted, despite its potential to capture the qualitative depth of human decision-making. Originating in user-centered design, personas are research-based constructs that contextualize behavioral patterns, goals, and comfort preferences, offering a nuanced understanding of how diverse occupants interact with the built environment. To explore the links between these two closely related yet relatively disconnected areas of inquiry, this study presents a systematic review of 66 publications from 2004 to 2024 that are relevant, either explicitly or implicitly, for the application of personas in the context of occupant behavior. Publications were analyzed across several dimensions, including methodological approach, data sources, input variables, modeling strategies, and practical applications. Three key findings were identified: (i) narrative-based approaches remain conceptually rich but methodologically fragmented, (ii) data-driven behavioral profiles provide a scalable foundation but overlook motivational and contextual factors, and (iii) anchoring both approaches could enable multi-layered representations of occupant diversity by linking behavioral reasoning with empirical patterns.