data-driven persona research

Helping Professionals Select Persona Interview Questions Using Natural Language Processing

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

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

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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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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Persona Analytics: Implementing Mouse-Tracking for an Interactive Persona System

Observing user interactions with interactive persona systems offers important insights for the design and application of such systems. Using an interactive persona system, user behavior and interaction with personas can be tracked with high precision, addressing the scarcity of behavioral persona user studies. In this research, lead by Soon-gyo Jung and Joni Salminen, we introduce …

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Instilling Knowledge Claims of Personas from 346 Research Articles

Here is some exciting fundamental research about personas! In this research, lead by Joni Salminen, our research goal is to summarize the body of persona knowledge by identifying knowledge claims. This can aid HCI researchers to do: (a) navigate persona knowledge to form an understanding of what is known about personas quickly, (b) identify central …

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Towards a Measurement Scale of Organizational Readiness for Personas

User studies have found persona application challenging. In this research, lead by Joni Salminen, we argue that a potential reason for the challenges is the organization’s readiness to apply personas. This research reports the ongoing effort of developing the Persona Readiness Scale, a survey instrument for organizations’ readiness for personas. The scale involves twenty-two items …

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