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Persona Design Persona Research Persona System Personas

How APG Assigns the Job of a Data-Driven Persona

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
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Here we talk about how the APG system enriches a data-driven persona by adding personality characteristics to the personas,. like a job.

Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data
Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data

After APG creates a base persona for a set of user data by following its unique sequential method comprises of [1]:

  • Identifying distinct user interaction patterns from the data,
  • Linking these distinct user interaction patterns to user demographic groups,
  • Identifying impactful user demographic groups from the data,
  • Creating base personas via demographic attributes, and
  • Enriching these base personas to create rich personas description.

The above method is explained in detail when we talk about how the systems finds picture & age of a persona.

Now that we have a base persona, the system queries a Facebook Application Program Interface (API) to collect information like related demographics such as the personas job by feeding the API details of the base personas interests and demographics data.

These are the steps taken by APG to add an job to a Persona Profile.

Reference

Categories
Data-Driven Personas Persona Design Persona System

How APG Assigns Pictures to Create Data-Driven Personas

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
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If you have ever wondered how photos or headshots are assigned to a persona profile by the AGP system? Well, you’ve come to the right place.

First, you need to understand where exactly APG collects data and how it processes this data to create the basic structure for a set of base personas.

APG links to and accesses data from online social media platforms (e.g., Facebook, Google Analytics, YouTube) via the Application Program Interface (API) of each analytics platform, given an account holder’s permission [1]

Via the APIs, APG collects the detailed interactions of users with each of the online content pieces on the corresponding platform. This data is available to only owners of a particular social media channel (e.g., YouTube channel) and is not available to the general public

Data provided by these API’s contain variables of gender, age, and country of the set of users, audience members, or customers, provided at an aggregated group level.

Categories
Automatic Persona Generation Benefits of Personas Persona Analytics Personas

Benefits of Data-Driven Personas

benefits of data driven personas
Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics

Data-driven personas have the advantages of both personas and analytics!

See this open access article for the full story – Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics

Remarkably, with the combining of personas and analytics, the strengths of each approach help offset the deficiencies of the other. Conceptually, personas are easy for people to understand and generate empathy for the user, but personas are perceived as not granular and not actionable. Analytics data can be granular and actionable, but analytics can be cumbersome for employment and difficult for end users to comprehend. Nonetheless, the combination of both leverages the strengths and limits the weakness of each.

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

Read more about data-driven personas

What is a Data-Driven Persona?

Introduction to Data-Driven Personas

Giving Faces to Data by Creating Data-Driven Personas

Explaining Data-Driven Personas to End Users

Got too many personas? This approach can help!

Do your think your personas are stable? They probable aren’t!

 

Categories
Automatic Persona Generation Personas

Giving Faces to Data by Creating Data-Driven Personas

APG logo with three team members
Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data

Creating personas from large amounts of online data is useful but difficult with manual methods.

To address this difficulty, we present Automatic Persona Generation (APG), which is an implementation of a methodology for quantitatively generating data-driven personas from online social media data.

APG is functional, and it is deployed with several organizations in multiple industry verticals.

APG employs a scalable web front-end user interface and robust back-end database framework processing tens of millions of user interactions with tens of thousands of online digital products across multiple online platforms, including Facebook, Google Analytics, and YouTube.

APG identifies audience segments that are both distinct and impactful for an organization to create persona profiles. APG enhances numerical social media data with relevant human attributes, such as names, photos, topics, etc. Here, we discuss the architecture development and central system features.

Overall, APG can benefit organizations in distributing content via online platforms or with online content that relates to commercial products. APG is unique in its algorithmic approach to processing social media data for customer insights. APG can be found online at https://persona.qcri.org.

Here is a two pager about the Automatic Persona Generation (APG) system!

Read full article

Jung, S.G., Salminen, J., and Jansen, B. J. (2020) Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data. ACM Conference on Intelligent User Interfaces (IUI2020)(Demo Paper), Cagliari, Italy. 17-20 March, 132-133

Read more about data-driven personas

What is a Data-Driven Persona?

Introduction to Data-Driven Personas

Benefits of Data-Driven Personas

Explaining Data-Driven Personas to End Users

Got too many personas? This approach can help!

Do your think your personas are stable? They probable aren’t!

 

Categories
Data-Driven Personas Persona Creation Personas

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 both describes a segment and predicts the segment behavior.

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

Read more about data-driven personas

Introduction to Data-Driven Personas

Giving Faces to Data by Creating Data-Driven Personas

Benefits of Data-Driven Personas

Explaining Data-Driven Personas to End Users

Got too many personas? This approach can help!

Do your think your personas are stable? They probable aren’t!

 

Categories
Automatic Persona Generation Benefits of Personas Data-Driven Personas Persona Analytics Persona Creation Persona System Use of Personas Value of personas

Introduction to 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.

Categories
Data-Driven Personas Persona Research Persona System Personas

Imaginary People Representing Real Numbers: Generating Data-Driven Personas Using the APG System

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.