Background: We investigate if and how more photos than a single headshot can heighten the level of information provided by persona profiles. We conduct eye-tracking experiments and qualitative interviews with variations in the photos: a single headshot, a headshot and images of the persona in different contexts, and a headshot with pictures of different people representing key persona attributes. We conduct the within-subject experimental study with 29 participants. The participants were selected to reflect the staff working with news content on a daily basis and formed a diverse pool of individuals originating from 19 different countries (e.g., Egypt, Georgia, Germany, Syria, UK, USA, etc.).
Introduction to Data-Driven Personas
Automatic Persona Generation (APG) is a system developed by the persona research team at Qatar Computing Research Institute. APG is defined both as a methodology and a system for automatic creation of personas from online analytics data.
Automatic Persona Generation has specifically been developed to address the limitations of manual persona creation. This blog post details the main benefits of data-driven personas compared to manually created personas.
What are Personas and Why Use Them?
Personas are fictional characters or ‘profiles’ that portray a certain type of customer or user.
The development of a persona should go beyond just providing background information on the organization’s ideal customers. The persona profile should also include other features, such as current behaviors the persona exihibits as well as goals and expectations. A detailed persona can help identify the right target audience, but more importantly, it forces the consideration of the user in the design and implementation of a product.
In this post, I’m exploring the usefulness of personas in the era of digital analytics. At Qatar Computing Research Institute, we have developed a system for automatic persona generation (APG) – see the demo. Under the leadership of Professor Jim Jansen, we’re constantly working to position this persona system at the intersection of customer profiles, personas, and online analytics.
Creating Personas from Data
At Qatar Computing Research Institute, our persona team has developed a system for automatic persona generation (APG). The demo of this persona system is available online, and we have also posted about the various benefits of data-driven personas.
As a part of our persona research, we are interested in the information needs of persona end users. This means that professionals working in different domains want to have specific information in persona profiles. For example, journalists want to know what type of news topics the persona consumes, while online marketers want to know what products the personas is likely to buy.
Using the APG system for automatic persona creation from real data is both a working system and an on-going research project. With APG, we have developed a methodology to automate the creating of imaginary people. These imaginary people are personas. We do this by processing complex behavioral and demographic data of social media audiences.