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CHI Persona Research Personas

CHI 2020 Best Papers & Honourable Mention for Persona Research

chi2002 paper award with three co-authors

Congrats to the APG Team for a CHI 2020 Best Paper & Honourable Mention research paper award!

The SIGCHI “Best of CHI” awards honour exceptional submissions to SIGCHI sponsored conferences. 125 papers received Honourable Mention (top 5% of submissions) of more than 3,000 submissions.

The research article from the APG team is: Salminen, J., Jung, S.G., Chowdhury, S. Şengün, S., and Jansen, B. J. (2020) Personas and Analytics: A Comparative User Study of Efficiency and Effectiveness for a User Identification Task. ACM CHI Conference on Human Factors in Computing Systems (CHI’20), Honolulu, HI, USA. 25–30 April, 1-13.

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Persona Research Personas

Got too many personas? This approach can help!

representing too many
Creating Manageable Persona Sets from Large User Populations

In this research, colleagues and I address a relatively new issue in the field of personas, too much data resulting in too many personas.

Creating personas from actual online user information is an advantage of the data-driven persona approach. However, modern online systems often provide big data from millions of users. These user display vastly different behaviors. This can result in possibly thousands of personas representing the entire user population.

We present a technique for reducing the number of personas to a smaller number. The technique efficiently represents the complete user population. It is also more manageable for end users of personas.

We first isolate the key user behaviors and demographic attributes, creating thin personas. We apply an algorithmic cost function to collapse the set to the minimum needed to represent the whole population.

We evaluate our approach on 26 million user records of a major international airline, isolating 1593 personas. Applying our approach, we collapse this number to 493, a 69% decrease in the number of personas.

Our research findings have implications for organizations that have a large user population and desire to employ personas.

Read full article

Jansen, B. J., Jung, S.G., and Salminen, J., and (2019) Creating Manageable Persona Sets from Large User Population. ACM CHI Conference on Human Factors in Computing Systems (CHI2019) (Extended Abstract), Glasgow, United Kingdom, 4-9 May. Paper No. LBW2713.

Read more persona research

All published works: https://persona.qcri.org/persona-research

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

Benefits of Data-Driven Personas

Explaining Data-Driven Personas to End Users

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

 

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Data-Driven Personas Personas

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

two rocks on a rock = stability
Capturing the Change in Topical Interests of Personas Over Time

In this research, we collect monthly content consumption and demographic data from YouTube over two years for a large media publisher.

We use automation to generate 15 personas each month. Then, we examine the consistency of the generated personas over time. We find that there are 35 unique personas in total for the entire period. The change in personas reflect the changes in the underlying audience population.

For each persona, we generate topics of interest. We then identify the top three monthly topics for each of the 35 personas following an identical algorithmic approach each month. For this, we use the APG system.

We then compare the sets of topical interests of the personas month-over-month for the entire two-year period. Findings show that there is an average 20.2% change in topical interests. Findings also show that 68% of the personas experience more topical change than topical consistency.

Results suggest that the topical interests of online audiences are fluid. These changes in the underlying audience data can occur within a relatively short period, resulting in the need for constant updating of personas using data-driven methods.

The implications for organizations seeking to understand their online audience are that they should employ routine data analysis to detect changes in the audience interests and investigate ways to automate their persona generation processes.

Read full research

Jansen, B. J., Jung, S.G., and Salminen, J. (2019) Capturing the Change in Topical Interests of Personas Over Time. Association for Information Science and Technology Annual Meeting 2019 (ASIST2019). Melbourne, Australia. 19-23 Oct. 127-136.

Read more persona research

All published work from us: https://persona.qcri.org/persona-research

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

Benefits of Data-Driven Personas

Explaining Data-Driven Personas to End Users

Got too many personas? This approach can help!

 

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Personas

A Large Collection of Persona Research Articles

Hi everyone!

We have compiled a large Zotero collection of persona research titled “Persona Research (APG team)“.

This collection contains 327 items, topics consisting of persona user studies, persona creation methods, quantitative persona creation (and related method papers), conceptual persona papers, and empirical persona research.

You can apply for access here: https://www.zotero.org/groups/2331485/persona_research_apg_team

Read more about our persona research.

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Automatic Persona Generation Automatic Persona Generator Benefits of Personas Personas Value of personas

Research Concerning: Are Personas Done? Evaluating their usefulness in the age of digital analytics

In this research led by Joni Salminen, we conceptually examine the use of personas in an age of large-scale online analytics data.

Based on the criticism and benefits outlined in prior work and by practitioners working with online data, we formulate the major arguments for and against the use of personas given real-time online analytics data about customers, analyze these arguments, and demonstrate areas for the productive employment of data-driven personas by leveraging online analytics data in their creation.

Our key tenet is that data-driven personas are located between aggregated and individual customer statistics.

At their best, digital data-driven personas capture the coverage of the customer base attributed to aggregated data representations while retaining the interpretability of individual-level analytics; they benefit from powerful computational techniques and novel data sources.

We discuss how digital data-driven personas can draw from technological advancements to remedy the notable concerns voiced by scholars and practitioners, including persona validation, inconsistency problem, and long development times.

Finally, we outline areas of future research of personas in the context of online analytics. We argue that to survive in the rapidly developing online customer analytics industry, personas must evolve by adopting new practices.

Reference:

Salminen, J., Kwak, H., An, J., Jung, S.G., and Jansen, B. J. (2018) Are personas done? Evaluating their usefulness in the age of digital analytics. Persona Studies. 4, 2, 47-65.

Read more about our persona research.