Developing Persona Analytics Towards Persona Science

Much of the reported work on personas suffers from the lack of empirical evidence. To address this issue, we introduce Persona Analytics (PA), a system that tracks how users interact with algorithmically-generated personas. PA captures users’ mouse and gaze behavior to measure users’ interaction with algorithmically generated personas and use of system features for an interactive …

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Personas in the Era of Privacy-Protected User Analytics

An important observation: the value of personas in Web analytics is likely to increase with the current changes in digital privacy. This is because the platforms need to move into more non-personified systems and methods. Personas are exactly about this: making individual customer data aggregated. In fact, Google planned a system (that they already sort …

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Do players communicate differently depending on the champion played? Exploring the Proteus effect in League of Legends

Interested in online gaming research? You might find this article of interest. In a different take on ‘personas’, we investigate how the Proteus effect, which is players changing their way of communication based on characters with which they play, is associated with players’ champion usage in the popular online game League of Legends, where champions …

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Toxic Text in Personas: An Experiment on User Perceptions

When algorithms create personas from social media data, the personas can become noxious via automatically including toxic comments. To investigate how users perceive such personas, we conducted a 2 × 2 user experiment with 496 participants that showed participants toxic and non-toxic versions of data-driven personas. We found that participants gave higher credibility, likability, empathy, …

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Any dataset can be a persona

“Any dataset can be a persona.” It’s quite a fascinating idea that any dataset about users or customers could be transformed into a set of personas. Of course, this means that persona creators need to possess a wide range of analytical skills because datasets in the wild contain different fields/variables/degree of structure. So, persona creation …

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SME Personas: Creating Customer Personas for Small to Medium-sized Enterprises

Customer Understanding for SMEs Customer understanding is an integral part of a business, whether a big business, a small to medium-sized enterprise (SME), or small to medium-sized business (SMB), and it is crucial for a small business in a competitive market.  Customer personas can help your SME in this customer understanding. Though it may seem …

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Developing Email Marketing Personas for Increased Campaign Performance

Personas are often used in user system design, but personas are not as widely used with email marketing campaigns, which is a mistake. They are an extremely valuable tool for the email team. Organizations are missing out on potentially increased marketing performance by not employing email marketing personas. Email marketing personas are personas created from …

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