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Persona Design Persona Research Personas Value of personas

Survey Questions for Persona Perception Scale

Hi all persona fans out there!

This post includes the interview questions for Persona Perception Scale (PPS). PPS is a “measurement instrument” (a fancy word for a survey or questionnaire) with 28 items (again, a fancy word for statements or questions) measuring 8 user perceptions (“constructs”) of personas.

In short, the answers to the survey will what the end-users of personas think about the persona(s) they are shown.

Categories
Persona Research Personas Value of personas

Persona Perception Scale: An Instrument for Evaluating Individuals’ Perceptions of Personas

In this research led by Joni Salminen, we develop valid constructs for assessing personas.

Although personas are widely used in many domains, the evaluation of personas is difficult mainly due to the lack of validated measurement instruments. 

To tackle this challenge, this research undertakes the development of the Persona Perception Scale (PPS), which is a survey instrument for evaluating how individuals perceive personas. (See here for the items.)

We develop the scale by reviewing relevant literature from social psychology, persona studies, and human-computer-interaction domains in order to find relevant constructs and items for measuring persona perceptions. Following an initial pilot testing, we validate the scale with 412 respondents and find that the constructs and items of the scale perform satisfactorily for scale deployment. 

Persona Perception Scale: Development and Exploratory Validation of an Instrument for Evaluating Individuals' Perceptions of Personas
Persona Perception Scale: Development and Exploratory Validation of an Instrument for Evaluating Individuals’ Perceptions of Personas

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Persona Creation Persona Design Persona Development Persona Research Personas

Persona Transparency: Analyzing the Impact of Explanations on Perceptions of Data-Driven Persona

Persona Transparency: Analyzing the Impact of Explanations on Perceptions of Data-Driven Personas

Persona Transparency: Analyzing the Impact of Explanations on Perceptions of Data-Driven Personas

Computational techniques are becoming more common in persona development. However, users of personas may question the information in persona profiles because they are unsure of how it was created.

This problem is especially vexing for data-driven personas because their creation is an opaque algorithmic process. 

In this research, we analyze the effect of increased transparency – i.e., explanations of how the information in data-driven personas was produced – on user perceptions. 

We find that higher transparency through these explanations increases the perceived completeness and clarity of the personas. 

Contrary to  our hypothesis, the perceived credibility of the personas decreases with the increased transparency, possibly due to the technical complexity of the persona profiles disrupting the facade of the personas being real people. 

This finding suggests that explaining the algorithmic process of data-driven persona creation involves a “transparency trade-off”. 

We also find that the gender of the persona affects the perceptions, with transparency increasing perceived completeness and empathy of the female persona, but not for the male persona. Therefore, transparency may specifically assist in the acceptance of female personas. 

We provide practical implications for persona creators regarding transparency in persona profiles.

Read Full Research

Salminen, J., Santos, J., Jung, S. G., Eslami, M. and Jansen, B. J. (2020) Persona Transparency: Analyzing the Impact of Explanations on Perceptions of Data-Driven PersonasInternational Journal of Human-Computer Interaction, 36(8), 788-800.

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Data-Driven Personas Persona System Personas

APG for persona creation

Typically, when a product is undergoing its design/redesign stages. The people involved in the designing stage can benefit if they can know what’s in the mind of their targeted customers, such as: Who are they? Where are they from? What are they looking for? What are their goals?

This situation is where personas come in handy!

APG can create personas for every user segment
APG can create personas for every user segment

Since personas are imaginary people that represent the user, audience, or customers of a market segment, stakeholders can quickly make informed decisions catering to the user’s needs and design a more user-centric product.

However, the creation of personas can be a time taking manual process requiring much patience and dedication,  from collecting data to use, analyzing the data to identify different behavioral patterns, figuring out what type of information should be presented in a persona profile, and the appropriate template required to display a persona profile.

This is how the APG system comes into the picture, as an automated creation tool for creating personas!

APG – Automated Persona Generation!

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Personas Use Case Personas Use of Personas

Use Case Personas

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
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When using personas, the stakeholders of a project can feel empathy for the end-user. Ordinary market or user research data, as cold hard numbers [1], might lead you to narrow conclusions that could have many broad or even different meanings.

In the system design, employing a use case may have the same effect. In system design, a use case is a sequenced list of actions that a user must take to achieve a goal with a software application, service, or platform. Like our market research data, the use case presents a cold hard list, engendering little empathy for the user.

However, you can take that use case and integrate it with personas!

The use case provides the concrete steps for goal accomplishment, and the persona keeps your focus on the user and the overall user work tasks being accomplished.

Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics
Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics
Categories
Persona Creation Persona System Personas

How APG Assigns the Education Level of a Data-Driven Persona

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
——–

Here we talk about how the APG system enriches a data-driven persona by adding personality to the persona, like the education level.

Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data
Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data

After APG creates a base persona from a set of user data by following a unique sequential method which comprises of [1]:

  • Identifying distinct user interaction patterns from the data,
  • Linking these distinct user interaction patterns to user demographic groups,
  • Identifying impactful user demographic groups from the data,
  • Creating base personas via demographic attributes, and
  • Enriching these base personas to create rich personas description.

The above method is explained in detail when we talk about how the system finds picture and age of a persona.

Now that we have a base persona, the system queries the Facebook Application Program Interface (API) to collect information like related demographics such as the personas education level by feeding the API details of the base personas like its interests and demographics data.

These are the steps taken by APG to add an Education Level to a Persona Profile.

Reference

Categories
Persona Design Persona Research Persona System Personas

How APG Assigns the Job of a Data-Driven Persona

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
——–

Here we talk about how the APG system enriches a data-driven persona by adding personality characteristics to the personas,. like a job.

Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data
Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data

After APG creates a base persona for a set of user data by following its unique sequential method comprises of [1]:

  • Identifying distinct user interaction patterns from the data,
  • Linking these distinct user interaction patterns to user demographic groups,
  • Identifying impactful user demographic groups from the data,
  • Creating base personas via demographic attributes, and
  • Enriching these base personas to create rich personas description.

The above method is explained in detail when we talk about how the systems finds picture & age of a persona.

Now that we have a base persona, the system queries a Facebook Application Program Interface (API) to collect information like related demographics such as the personas job by feeding the API details of the base personas interests and demographics data.

These are the steps taken by APG to add an job to a Persona Profile.

Reference