Persona Research Personas

Personas Methods Research

In addition to developing persona analytics systems and features to create accurate and precise data-driven personas, the APG Team also conducts persona analytics research.

please visit our Persona Research from The APG Team page
Persona Research from The APG Team

Here some of the APG team’s research articles about data-driven personas and persona methods. Check ’em out!

Jansen, B. J., Jung, S.G., Salminen, J., Nielsen, L., and Guan, K.W. (2021) Strengths and Weaknesses of Persona Creation Methods: Guidelines for Novice and Experienced Users. 54th Annual Hawaii International Conference on System Sciences (HICSS 2021) Koloa, Hawaii, United States. 5-8 Jan. 2021. p. 4971-4980.

Salminen, J., Vahlo, J., Jung, S.G., Chowdhury. S., and Jansen, B. J.  (2020) Designing Prototype Player Personas from Game Preference Surveys. ACM CHI Conference on Human Factors in Computing Systems (CHI’20) (Extended Abstract), Honolulu, HI, USA. 25–30 April, 1-8.

Salminen, J., Guan, K., Jung, S.G., Chowdhury, S., and Jansen, B. J. (2020) A Literature Review of Quantitative Persona Creation. ACM CHI Conference on Human Factors in Computing Systems (CHI’20), Honolulu, HI, USA. 25–30 April. 1-14.

Salminen, J., Sengun, S., Jung, S.G., and Jansen, B. J. (2019) Design Issues in Automatically Generated Persona Profiles: A Qualitative Analysis from 38 Think-Aloud Transcripts. The ACM SIGIR Conference on Human Information Interaction and Retrieval (CHIIR2019). Glasgow, UK. 10-14 March. 225-229.

Salminen, J.O., Şengün, S., Kwak, H., Jansen, B. J., An, J., Jung, S.G., Vieweg, S., and Harrell, F. (2017) Generating Cultural Personas From Social Data: A Perspective of Middle Eastern Users. The Fourth International Symposium on Social Networks Analysis, Management and Security (SNAMS-2017). Prague, Czech Republic, p. 120-125. 21-23 Aug.

An, J., Kwak, H. and Jansen, B. J.  (2016) Validating Social Media Data for Automatic Persona Generation. The Second International Workshop on Online Social Networks Technologies (OSNT-2016), 13th ACS/IEEE International Conference on Computer Systems and Applications AICCSA 2016. Agadir, Morocco. 29 November – 2 December.

For the complete persona research articles from the APG Team, please visit our Persona Research from The APG Team page.


Data-Driven Personas Persona Creation Persona Research Personas

Three Data Types for Personas

The Basics of Data-Driven Personas

Data-driven personas can be generated from almost any data. Essentially, the generation consists of two steps: (1) pattern seeking, and (2) enrichment.

Persona Research

The Ability of Personas to Alter Incorrect Preconceptions About Customers

The Ability of Personas: An Empirical Evaluation of Altering Incorrect Preconceptions About Users
The Ability of Personas: An Empirical Evaluation of Altering Incorrect Preconceptions About Users

False preconceptions about customers can result in poor design, product development, and marketing decisions, so rectifying these preconceptions is essential for businesses.

In this research, we quantitatively evaluates the ability of data-driven personas to alter decision makers’ preconceptions about their online social media users.

Automatic Persona Generation Data-Driven Personas Persona Analytics Persona Thinking Personas Use of Personas

Tactical Personas (i.e., “I have personas, now what?”)

We often get questions from prospective clients about how to use personas. Like, “okay, after I have these personas, then what? How can I use them?“.

I have two standard responses for this:

  1. Persona analytics is just like any analytics. If you want to understand your customers, there must be some reason for that. What is that reason?
  2. What are your marketing/business/design goals? What do you want to improve? After knowing these, we can then tell how we think personas could be useful.

The point is that we are not some magicians that can tell you what to do. Instead, we should figure it out together. It’s called co-creation — you, as the client know more about your organization, your problems and goals than us. We need that information to figure out if personas make sense and if so, how.