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Persona Creation Persona Research Personas

Confusion and Information Triggered by Photos in Persona Profiles

Introduction

For one of our persona research projects we investigate whether additional photos beyond a single headshot makes a persona profile more informative without confusing the end user.

Methods

We conduct an eye-tracking experiment and qualitative interviews with digital content creators after varying the persona in photos via a single headshot, a headshot, and photo of the persona in different contexts, and a headshot with photos of different people with key persona attributes the gender and age.

Findings

Findings show that contextual photos provide significantly more persona information to end users; however, showing photos of multiple people engenders confusion and lowers informativeness. Also, as anticipated, viewing additional photos requires more co.gnitive focus, which is measured by eye-tracking metrics; these metrics are correlated with levels of informativeness and confusion.