2020

Digitali Speaking Podcast #04: Data loving geeks will love listening to this episode!

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Here it is folks, the much awaited episode of Digitali Speaking with Jim Jansen from QCRI. Digitali Speaking is produced by Ali Sikandar. Joni Salminen Soon-gyo Jung _____ Links Web browsers: https://bit.ly/3jujRV0 Apple podcast: https://apple.co/3hKCHHk Spotify: https://spoti.fi/2QypRQq ______ Jansen, B. J., Salminen, J., and Jung, S.G. (2020) Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better […]

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Theory of Personas: What Has Been Written About the Psychological Relationship Between Personas and Their Users?

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In this blog post, the APG team and Kathleen Guan join to summarize some key aspects in the theory of “why personas work,” grounded in notions from social psychology. Enjoy reading! Introduction to Theory of Personas How do people form a connection with personas? What information plays a role? When does connecting take place? When

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Connected Personas: Primary, Secondary, Served, and Anti-Personas

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Often, people think of personas as a one-layered concept. Meaning, there is only one set of personas they consider. This set is typically the current customers (e.g., most loyal or most valuable) or potential customers (e.g., those currently served by the competitors). However, an interesting alternative is to consider personas in a connected way. Meaning,

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Rethinking Personas for Fairness: Algorithmic Transparency and Accountability in Data-Driven Personas

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Algorithmic fairness criteria for machine learning models are gathering widespread research interest. They are also relevant in the context of data-driven personas that rely on online user data and opaque algorithmic processes.  Overall, while technology provides lucrative opportunities for the persona design practice, several ethical concerns need to be addressed to adhere to ethical standards

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Enriching Social Media Personas with Personality Traits: A Deep Learning Approach Using the Big Five Classes

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In research led by Jon Salminen, to predict the personality traits of data-driven personas, we apply an automatic persona generation methodology to generate 15 personas from the social media data of an online news organization. After generating the personas, we aggregate each personas’ YouTube comments and predict the “Big Five” personality traits of each persona from

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A Template for Data-Driven Personas: Analyzing 31 Quantitatively Oriented Persona Profiles

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Following the proliferation of personified big data and data science algorithms, data-driven user personas (DDPs) are becoming more common in persona design. However, the DDP templates are seemingly diverse and fragmented, prompting a need for a synthesis of the information included in these personas. In this research, led by Joni Salminen, analyzing 31 templates for

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Personas in a cookieless world

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The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed. ——– In January 2020, Google announced that they are going to phasing out support for all third-party cookies within the next two years. This decision comes in response to growing concerns over data privacy, including transparency, choice, and control over how

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