Categories
Personas

In Theory, Personas Work. In Practice, Their Application is Challenging.

This post is co-authored with Imene Belabbas, a persona enthusiast who is conducting her thesis research on personas.

Introduction:

The post aligns some theories about the use of Personas in design process, and how personas should be. The insights are based on the research published by Chang and colleagues:

Categories
Persona Research Persona Thinking Personas

Theory of Personas: What Has Been Written About the Psychological Relationship Between Personas and Their Users?

In this blog post, the APG team and Kathleen Guan join to summarize some key aspects in the theory of “why personas work,” grounded in notions from social psychology. Enjoy reading!

Introduction to Theory of Personas

How do people form a connection with personas? What information plays a role? When does connecting take place? When not? These are some of the questions that the theory of personas deals with — essentially, the theory of personas explains why personas work.

Categories
Persona Research

Rethinking Personas for Fairness: Algorithmic Transparency and Accountability in Data-Driven Personas

Algorithmic fairness criteria for machine learning models are gathering widespread research interest. They are also relevant in the context of data-driven personas that rely on online user data and opaque algorithmic processes. 

Overall, while technology provides lucrative opportunities for the persona design practice, several ethical concerns need to be addressed to adhere to ethical standards and to achieve end user trust. 

Rethinking Personas for Fairness: Algorithmic Transparency and Accountability in Data-Driven Personas
Rethinking Personas for Fairness: Algorithmic Transparency and Accountability in Data-Driven Personas

In this research, led by Joni Salminen, we outline the key ethical concerns in data-driven persona generation and provide design implications to overcome these ethical concerns. 

Good practices of data-driven persona development include (a) creating personas also from outliers (not only majority groups), (b) using data to demonstrate diversity within a persona, (c) explaining the methods and their limitations as a form of transparency, and (d) triangulating the persona information to increase truthfulness.

Salminen, J., Jung, S.G., Chowdury, S.A., and Jansen, B. J. (2020) Rethinking Personas for Fairness: Algorithmic Transparency and Accountability in Data-Driven Personas. 22nd International Conference on Human-Computer Interaction (HCII2020). Copenhagen, Denmark, 19-24 July 2020. 82-100.

Categories
Personas

APG shows your personas over time!

APG is a data-intensive system that automatically creates rich personas representing customer segments by employing web/social media analytics.

APG uses this analytics data to identify customer behaviors, generates customer segments, and then enriches these customer segments with gender, age, and nationality appropriate names and pictures; customer loyalty rating, customer interests, product interactions, brand sentiment, and segment sizes represented by the personas, … all done in a privacy-preserving process using only aggregated data.

With APG, the persona profile is the interface to a full stack persona analytics system, combining the empathy of personas with the rationality of analytics.

So, with APG, you get SO MUCH more than a persona profile!

For example, APG displays your personas overtime for checks of turmoil or stability among customers.

APG displays your personas overtime for checks of turmoil or stability among customers.
APG displays your personas overtime for checks of turmoil or stability among customers.

This is a value enhancing feature relative to flat persona profiles or complex analytics systems of APG!

Better personas! Better decisions! Better results!

APG is data-intensive! APG is fast! APG personas are rich! 

Want to read more about APG?

Jung, S., An, J., Kwak, H., Ahmad, M., Nielsen, L., and Jansen, B. J.  (2017) Persona Generation from Aggregated Social Media Data. ACM Conference Extended Abstracts on Human Factors in Computing Systems 2017 (CHI2017). Denver, Colorado. p. 1748-1755. 6-11 May.

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

Contact me to get going w/APG!

Dr. Jim Jansen, email: bjansen@hbku.edu.qa

 

Categories
Personas

APG can display different data views – ‘personas to products’ or ‘products to personas’!

APG is a data-intensive system that automatically creates rich personas representing customer segments by employing web/social media analytics.

APG uses this analytics data to identify customer behaviors, generates customer segments, and then enriches these customer segments with gender, age, and nationality appropriate names and pictures; customer loyalty rating, customer interests, product interactions, brand sentiment, and segment sizes represented by the personas, … all done in a privacy-preserving process using only aggregated data.

With APG, the persona profile is the interface to a full stack persona analytics system, combining the empathy of personas with the rationality of analytics.

So, with APG, you get SO MUCH more than a persona profile!

For example, APG can display different data views, including ‘products to personas’!

APG can display different data views, including 'products to personas'! 
APG can display different data views, including ‘products to personas’!

This is a value enhancing feature relative to flat persona profiles or complex analytics systems of APG!

Better personas! Better decisions! Better results!

APG is data-intensive! APG is fast! APG personas are rich! 

Want to read more about APG?

Jung, S., An, J., Kwak, H., Ahmad, M., Nielsen, L., and Jansen, B. J.  (2017) Persona Generation from Aggregated Social Media Data. ACM Conference Extended Abstracts on Human Factors in Computing Systems 2017 (CHI2017). Denver, Colorado. p. 1748-1755. 6-11 May.

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

Contact me to get going w/APG!

Dr. Jim Jansen, email: bjansen@hbku.edu.qa

 

Categories
Personas

Using APG, you can compare your personas?

APG is a data-intensive system that automatically creates rich personas representing customer segments by employing web/social media analytics.

APG uses this analytics data to identify customer behaviors, generates customer segments, and then enriches these customer segments with gender, age, and nationality appropriate names and pictures; customer loyalty rating, customer interests, product interactions, brand sentiment, and segment sizes represented by the personas, … all done in a privacy-preserving process using only aggregated data.

With APG, the persona profile is the interface to a full stack persona analytics system, combining the empathy of personas with the rationality of analytics.

So, with APG, you get SO MUCH more than a persona profile!

For example, APG affords the ability to compare and contrast your personas in a single view.

APG affords the ability to compare and contrast your personas.
APG affords the ability to compare and contrast your personas.

This is a value enhancing feature relative to flat persona profiles or complex analytics systems of APG!

Better personas! Better decisions! Better results!

APG is data-intensive! APG is fast! APG personas are rich! 

Want to read more about APG?

Jung, S., An, J., Kwak, H., Ahmad, M., Nielsen, L., and Jansen, B. J.  (2017) Persona Generation from Aggregated Social Media Data. ACM Conference Extended Abstracts on Human Factors in Computing Systems 2017 (CHI2017). Denver, Colorado. p. 1748-1755. 6-11 May.

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

Contact me to get going w/APG!

Dr. Jim Jansen, email: bjansen@hbku.edu.qa

 

Categories
Personas

APG shows the geographical distribution of your personas!

APG is a data-intensive system that automatically creates rich personas representing customer segments by employing web/social media analytics.

APG uses this analytics data to identify customer behaviors, generates customer segments, and then enriches these customer segments with gender, age, and nationality appropriate names and pictures; customer loyalty rating, customer interests, product interactions, brand sentiment, and segment sizes represented by the personas, … all done in a privacy-preserving process using only aggregated data.

With APG, the persona profile is the interface to a full stack persona analytics system, combining the empathy of personas with the rationality of analytics.

So, with APG, you get SO MUCH more than a persona profile!

For example, APG determines the geographical distribution of your personas, and, and therefore, the customers they represent.

APG determines the geographical distribution of your personas, and, and therefore, the customers they represent.
APG determines the geographical distribution of your personas, and, and therefore, the customers they represent.

This is a value enhancing feature relative to flat persona profiles or complex analytics systems of APG!

Better personas! Better decisions! Better results!

APG is data-intensive! APG is fast! APG personas are rich! 

Want to read more about APG?

Jung, S., An, J., Kwak, H., Ahmad, M., Nielsen, L., and Jansen, B. J.  (2017) Persona Generation from Aggregated Social Media Data. ACM Conference Extended Abstracts on Human Factors in Computing Systems 2017 (CHI2017). Denver, Colorado. p. 1748-1755. 6-11 May.

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

Contact me to get going w/APG!

Dr. Jim Jansen, email: bjansen@hbku.edu.qa