Categories
Persona Thinking Personas

Connected Personas: Primary, Secondary, Served, and Anti-Personas

Often, people think of personas as a one-layered concept. Meaning, there is only one set of personas they consider. This set is typically the current customers (e.g., most loyal or most valuable) or potential customers (e.g., those currently served by the competitors).

However, an interesting alternative is to consider personas in a connected way. Meaning, there are many persona sets that are inter-related.

  • Primary personas = these are the main targets of decision-making, i.e., the customers or users of a product. For example, the highest-paying customers.
  • Secondary personas = these are personas that have additional needs for which you can adjust the product or service, without harming the experience of the primary personas. For example, visually impaired users (e.g., you can increase the font size without it affecting negatively the user experience of primary users — many accessibility best practices fall into this category).
  • Served personas = these are personas that are not customers or users of your company, but are affected by the use of the product. For example, say your personas describe receptionists at a hotel. Served personas would be the customers of the receptionists. Essentially, the clients of your client.
  • Anti-personas = these are users or customers that are not the users of the product or services of your company, and are not directly affected by the product either. For example, a hotel cleaner would most likely not be affected by the work of the receptionist directly. Sometimes, thinking of who the persona is not helps flesh out the parts that make the persona unique.

In conclusion, prioritization is needed to focus on one persona set at a time. Simultaneously, it is important to acknowledge that other persona sets also exist. To visually represent different persona sets and their connections (especially between primary, secondary, and served personas), one can create a persona map, which a diagram that shows the connections of the different persona sets.

Want more information? See …

Jansen, B. J., Salminen, J., Jung, S.G., and Guan, K. (2021). Data-Driven Personas. Synthesis Lectures on Human-Centered Informatics,1 Carroll, J. (Ed). Morgan-Claypool: San Rafael, CA., 4:1, i-317.

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

 

Categories
Persona System Personas

APG calculates the number of customers represented by each persona!

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 calculates the current and potential customer segment sizes represented by your personas.

APG calculates the current and the potential customer segment size represented by your personas.
APG calculates the current and the potential customer segment size represented by your personas.

Additionally, APG shows you the opportunities (i.e., segments with growth potential).

APG shows you the opportunities (i.e., segments with growth potential).
APG shows you the opportunities (i.e., segments with growth potential).

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
Persona System Personas

What do you get in an APG persona profile?

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.

We sometimes hear two myths about about data-driven personas.

  • Myth One: Data-driven personas are not as rich as those created by non-algorithmic methods.
  • Myth Two: Data-driven personas do not represent the underlying analytic numbers.

Let’s put both these myths to bed now!