2021

HIRING! – Research Scientist Position at Qatar Computing Research Institute

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Posting on behalf of our team! If you know researchers interested in solving REAL WORLD problems in customer segmentation, personas, HCI, NLP, or other domains of computer science, please forward / tag them! #hiring #recruitment #personas #HCI #segmentation #computerscience =================== Research Scientist Position at Qatar Computing Research Institute working with a dynamic research team https://quecst.qcri.org/team […]

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When Personas Are Not Needed

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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

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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

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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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Comparing Persona Analytics and Social Media Analytics for a User-Centric Task Using Eye-Tracking and Think-Aloud

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We compare a data-driven persona system and an analytics system for efficiency and effectiveness for a user identification task. Findings from the 34-participant experiment show that the data-driven persona system affords faster task completion, is easier for users to engage with, and provides better user identification accuracy. Eye-tracking data indicates that the participants focus most

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