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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NLP vs. HCI Personas: What’s the Difference?

Research has found that the concept of “persona” is predominantly deployed in Human-Computer Interaction (HCI) studies, but there is a stream of Natural Language Processing (NLP) studies that also refer to the concept of persona. This post aims at making a conceptual distinction in these two different types of referring to personas. First, HCI studies …

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Measuring personas or persona sets?

Research has focused on measuring persona perceptions, i.e., what users think of personas they are shown. These efforts can focus on individual personas, i.e., we show a persona or two to the user and ask their opinions about the persona’s usefulness, completeness, credibility, and so (see the Persona Perception Scale). However, persona sets (i.e., groups …

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

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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What’s Wrong with Personas? A Rebuttal to a Fair Question!

Anna Holopainen asked this question on LinkedIn: What’s wrong with most buyer personas? Aka my favorite pet peeve 👇 She also provided an answer straight away, listing the following points. In the following, Anna’s points are shown in bold text, followed by my response in unbolded text. I found these points very fruitful for a …

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Picturing It!: The Effect of Image Styles on User Perceptions of Personas

Though photographs of real people are typically used to portray personas, there is little research into the potential advantages or disadvantages of using such images, relative to other image styles. In this research, lead by Joni Salminen, we conducted an experiment with 149 participants, testing the effects of six different image styles on user perceptions …

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