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HCI and data-driven personas HCI and personas analytics Personas Use Case Personas Value of personas

Use Cases for Interactive Persona Analytics Systems

The APG Team at the Qatar Computing Research Institute (QCRI) has engaged in a multi-year research effort developing a state-of-the-art personas analytics system and associated techniques. The data-driven personas are algorithmically created from user behavioral and demographic data and function as interactive interfaces to the persona system and user data.

We have shown in peer reviewed research that data-driven personas outperform analytics alone in an user understanding task.

Once created, however, how do you employ these data-driven personas to make better decisions?

seven people as personas
There are many use cases for data-driven personas to enhance user understanding, segmenting, targeting, and personalization
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Personas Use of Personas Value of personas

Are personas actually useful?

I hear this question a lot. It’s kind of an annoying question, like asking:

  • “is analytics useful?”, or
  • “is marketing useful?”.

Or, most importantly: “Is customer understanding useful?”

Personas are just a tool. It’s their use that creates (or doesn’t create) the value, just like with analytics or marketing.

Categories
Personas Use Case Personas Use of Personas Value of personas

Personas’ Value in Use: “Personas + x”

Hello,

with this post, I want to draw your attention to one important thing:

personas, without ‘x’, are useless.

What does ‘x’ mean? The ‘x’ is the thing or activity you couple personas with.

If you just create personas, but don’t use them with a scenario, goal, or mission, they are useless. You have then achieved so-called desk-drawer personas; nice to look at, but utterly useless to the company you’re working with.

Therefore, the recipe to success with personas is:

personas + x,

where x =

Categories
Personas Use Case Personas Use of Personas

Use Case Personas

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
——–

When using personas, the stakeholders of a project can feel empathy for the end-user. Ordinary market or user research data, as cold hard numbers [1], might lead you to narrow conclusions that could have many broad or even different meanings.

In the system design, employing a use case may have the same effect. In system design, a use case is a sequenced list of actions that a user must take to achieve a goal with a software application, service, or platform. Like our market research data, the use case presents a cold hard list, engendering little empathy for the user.

However, you can take that use case and integrate it with personas!

The use case provides the concrete steps for goal accomplishment, and the persona keeps your focus on the user and the overall user work tasks being accomplished.

Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics
Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics
Categories
Advertising Personas Marketing Personas Personas Use of Personas

How can I use a persona for advertising?

Advertising is often considered to have four main functions: (a) targeting, i.e., selecting whom the marketing messages are sent to, (b) message creation, i.e., copywriting, which referes to creating ads and other marketing communications that are customized for the selected target group(s), (c) channel selection, i.e., deciding which mediums to use in order to reach the target group(s), and (d) reporting, i.e., analyzing the results of an advertising campaign.

When it comes to advertising, personas can help in all of the above advertising functions. For example, you can use personas in targeting, to select the customers who receive your company’s marketing messages. Moreover, personas can also be used for message creation – ideally, personas result in more personal ad copy texts that are resonating well with the target audience that the persona represents. Similarly, by knowing in which channels the persona most spends his or her time, you can choose the appropriate channels for advertising strategy.

Finally, you can report the results by persona, e.g., “Mary was the most recipient to our new campaign on Dinner in the Dark products, while David most enjoyed the Flight experience campaign”.

More articles on persona use cases

Jansen, B. J., Salminen, J., and Jung, S.G. (2020) Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to AnalyticsData and Information Management. 4(1), 1-17.  https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml

Categories
Data-Driven Personas Persona Analytics Personas Use of Personas

How can I use a persona for online analytics?

Personas provide alternative to numbers. Therefore, you can use personas to present your online analytics data as people instead of nameless, faceless target groups. This can help decision makers to “get into the shoes” of customers, offering a more immersive understanding of the customers than the “cold”, raw numbers. This is best paraphrased as “personas give faces to data.”

Read more about data-driven personas.

More articles on persona use cases

Jansen, B. J., Salminen, J., and Jung, S.G. (2020) Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to AnalyticsData and Information Management. 4(1), 1-17.  https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml

Categories
Personas Use of Personas

How can I use a persona for marketing?

When it comes to using personas for marketing, personas are most often used in targeting, i.e., selecting people who are to receive the company’s marketing messages. However, personas can also be used for copywriting – ideally, personas result in more personal ad copy texts that are better resonating with the target audience that the persona represents.

Finally, personas can be used for market research, so that you segment the overall market (or customer base) not as nameless, faceless target groups but as personas with names and individualized attributes. This can improve the customer-centric decision making of your company.

More articles on persona use cases

Jansen, B. J., Salminen, J., and Jung, S.G. (2020) Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to AnalyticsData and Information Management. 4(1), 1-17.  https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml