What is a data-driven persona?

A data-driven persona is derived from verifiable facts about the represented segment of the target population in sufficient amount for quantitative analysis.

An ideal persona is a proxy for a person. The person is the targeted user group, audience, or customer segment. An ideal persona is both describes a segment and predicts the segment behavior.

Data-driven personas come the closest to the ideal persona.

What is a persona profile?

A persona profile is the end product of the persona creation process. A common layout of a persona profile that is usually 1 page containing a textual description and typically one photo. The textual description will include, along with humanizing elements such as name, demographic information (e.g., education, job, age, etc.) and behavioral information (e.g., interests, goals, purchases, etc.).

Below is an example of a persona profile.

a persona profile
This is one example of a persona profile

How to create a persona?

Creating a persona involves five steps, which are:

  • Step 1 Identify: Categorize the population of customers, users, or audience members
  • Step 2 Collect: Gather data about the Identified populations specifically concerning behaviors (or goals, pain points, etc.) and demographics.
  • Step 3 Segment: Group the population into unique segments based on unique behaviors, goals, pain points, etc.
  • Step 4 Generate: Produce identifiable complete segments with combined behavioral and demographic data
  • Step 5 Enrich: Augment each complete segment with individual characteristics, such as photo, name, etc. to create a complete persona profile for each segment. The set of persona profiles that represents the population is the end product of the process.

What is a persona?

A persona is an imaginary person that represents a segment of users, audience members, or customers. A persona is typically presented in a persona profile that presents characteristics of the persona such as a photo, name, and other attributes.

There are many domains that can employ a persona, including system design, marketing, content creation, and advertising. There are many notable benefits for an organization that uses personas.

Is More Better?: Research Concerning the Impact of Multiple Photos on Perception of Persona Profiles

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.). Continue reading “Is More Better?: Research Concerning the Impact of Multiple Photos on Perception of Persona Profiles”

9 Benefits of Data-Driven Personas

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. Continue reading “9 Benefits of Data-Driven Personas”

How to Create Personas? Typical Methods for Creating Buyer Personas

What are personas?

If you’re trying to sell your product or services and you’re having difficulty in attracting your customers, then creating buyer personas can be useful.

A persona is simply an imaginary representation of your customers whom you want to reach out. Continue reading “How to Create Personas? Typical Methods for Creating Buyer Personas”