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Personas

Acknowledgements for Data-Driven Personas, a Morgan-Claypool Publication

We are almost finished with our book, Data-Driven Personas by Bernard J. Jansen, Joni O. Salminen, Soon-Gyo Jung, and Kathleen Guan, Hamad Bin Khalifa University (HBKU) and University College London. Morgan & Claypool Publishers.

Data-Driven Personas, part of Synthesis Lectures on Human-Centered Informatics
Data-Driven Personas, part of Synthesis Lectures on Human-Centered Informatics

Sending out some acknowledgements early

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Automatic Persona Generation Data-Driven Personas Persona Creation Persona Design Persona Development Personas Use of Personas User Personas

How suitable are artificially generated facial pictures in data-driven personas?

In a previous post, we analyzed the demographic Bias in Artificially Generated Facial Pictures that raised a concern that the generated images might not fairly represent all demographic groups.

In this post, we discuss if these artificially generated pictures are good enough for use in personas profiles for real-world systems and applications,  which are highly dependent on images for the personas. One of the key aspects of generating personas using a data-driven approach is to be able to represent the persona profile with a matching picture.

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Data-Driven Personas Persona Creation Persona Design Persona Development

Who should be involved in creating your buyer personas?

Note: this post is based on my answer on Quora.

Short answer: (a) people inside the team/organization using the personas, and (b) customers/users the personas are based on.

You want the people who will be using the personas to participate in their creation as much as possible for them to internalize important customer segment information already during the creation process, and to avoid them rejecting the personas because of them being “artificial”.

When being part of the process of persona creation, the persona users are more likely to accept and adopt personas in their decision-making.

Secondly, I mentioned customers because even when creating data-driven personas (i.e., those based on quantitative numbers such as CRM or Web analytics records), you still want in-depth insights on the customers’ pain points, needs, and wants. Those are much harder to elicit using automatic means, so in-depth interviews with 6–12 customers (or more, if you want more than 3 personas) are highly useful.

See relevant persona research here: Persona Research