Month: September 2021

When Personas Are Not Needed

When are personas not needed? Perhaps in many cases, but one example is Netflix. See this picture: In situation like this, when recommendations or personalizations can be made automatically at scale, there seems to be no need for an additional aggregation layer such as personas. Personas are only needed if we start asking collective, not …

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Helping Professionals Select Persona Interview Questions Using Natural Language Processing

Personas are often created based on user interviews. Yet, researchers rarely make their interview questions publicly available or justify how they were chosen. In this research, lead by Joni Salminen, we manually extract 276 interview questions and categorize them into 10 themes. The 10 theme taxonomy was created based on abduction, i.e., a qualitative technique …

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Think-Aloud Surveys – A Method for Eliciting Enhanced Insights During User Studies

In a user experiment, we tried out a novel data collection approach consisting of combining surveys with the think-aloud method. We coin the phrase “think-aloud survey method”, where participants think-aloud while completing a questionnaire. We analyzed the transcripts and found that the think-aloud survey provides deeper insights into the reasoning behind the participants’ Likert scale …

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