March 2019 – The Persona Blog

Confusion and Information Triggered by Photos in Persona Profiles

Jim Jansen / March 27, 2019

Introduction For one of our persona research projects we investigate whether additional photos beyond a single headshot makes a persona profile more informative without confusing the end user. Methods We conduct an eye-tracking experiment and qualitative interviews with digital content creators after varying the persona in photos via a single headshot, a headshot, and photo […]

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Book Review: Personas – User Focused Design by Lene Nielsen

Joni Salminen / March 18, 2019

This review has been co-authored by Willemien Froneman, Joni Salminen, and Jim Jansen. In the second edition of Personas – User Focused Design, Dr. Lene Nielsen describes a detailed method for implementing personas in development and innovation projects. Dr. Nielsen has pioneered the use of personas in user experience and has more than 20 years’

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Design Issues in Automatically Generated Persona Profiles: A Qualitative Analysis from 38 Think-Aloud Transcripts

Jim Jansen / March 9, 2019

In this research, we examine uses in automatically generating personas from online data using qualitative methods. The increased access to data and computational techniques enable innovations in the space of automated customer analytics, for example, automatic persona generation. Automatic persona generation is the process of creating data-driven representations from user or customer statistics. Even though

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Common Questions About Personas (We’ve Got the Answers!)

Joni Salminen / March 3, 2019

Hi! In this blog post, we’ve gathered some commonly asked questions about personas. Got more questions about personas? Just send us a message and we’ll address your question! Frequently Asked Persona Questions: What is a persona? What is a “persona profile”? What is a data-driven persona? How to create a persona? How to use a

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How can I use a persona for customer segmentation?

Joni Salminen / March 3, 2019

Personas are human like descriptions of customer segments. Just like customer segments, you can use the persona technique to divide your overall market into smaller subset that you can then examine individually. In practice, the best way of using personas for customer segmentation is to apply a technique of data-driven persona creation, such as automatic

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How are personas and market segments different?

Joni Salminen / March 3, 2019

Personas and market segments are highly similar in the sense that they both are based on real data about the customers. However, the main difference is that personas individualize that data in a representation that has a name, face, and human attributes. In conclusion: Personas = human like representations of customer groups Market segments =

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How can I use a persona for advertising?

Joni Salminen / March 3, 2019

Advertising is often considered to have four main functions: (a) targeting, i.e., selecting whom the marketing messages are sent to, (b) message creation, i.e., copywriting, which referes to creating ads and other marketing communications that are customized for the selected target group(s), (c) channel selection, i.e., deciding which mediums to use in order to reach

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