Categories
HCI and data-driven personas HCI and personas analytics Personas Use Case Personas Value of personas

Use Cases for Interactive Persona Analytics Systems

The APG Team at the Qatar Computing Research Institute (QCRI) has engaged in a multi-year research effort developing a state-of-the-art personas analytics system and associated techniques. The data-driven personas are algorithmically created from user behavioral and demographic data and function as interactive interfaces to the persona system and user data.

We have shown in peer reviewed research that data-driven personas outperform analytics alone in an user understanding task.

Once created, however, how do you employ these data-driven personas to make better decisions?

seven people as personas
There are many use cases for data-driven personas to enhance user understanding, segmenting, targeting, and personalization
Categories
Personas Use of Personas Value of personas

Are personas actually useful?

I hear this question a lot. It’s kind of an annoying question, like asking:

  • “is analytics useful?”, or
  • “is marketing useful?”.

Or, most importantly: “Is customer understanding useful?”

Personas are just a tool. It’s their use that creates (or doesn’t create) the value, just like with analytics or marketing.

Categories
Personas Use Case Personas Use of Personas Value of personas

Personas’ Value in Use: “Personas + x”

Hello,

with this post, I want to draw your attention to one important thing:

personas, without ‘x’, are useless.

What does ‘x’ mean? The ‘x’ is the thing or activity you couple personas with.

If you just create personas, but don’t use them with a scenario, goal, or mission, they are useless. You have then achieved so-called desk-drawer personas; nice to look at, but utterly useless to the company you’re working with.

Therefore, the recipe to success with personas is:

personas + x,

where x =

Categories
Personas Use Case Personas Use of Personas

Use Case Personas

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
——–

When using personas, the stakeholders of a project can feel empathy for the end-user. Ordinary market or user research data, as cold hard numbers [1], might lead you to narrow conclusions that could have many broad or even different meanings.

In the system design, employing a use case may have the same effect. In system design, a use case is a sequenced list of actions that a user must take to achieve a goal with a software application, service, or platform. Like our market research data, the use case presents a cold hard list, engendering little empathy for the user.

However, you can take that use case and integrate it with personas!

The use case provides the concrete steps for goal accomplishment, and the persona keeps your focus on the user and the overall user work tasks being accomplished.

Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics
Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics
Categories
Personas Use of Personas

Usefulness of personas (a quick note)

Here’s a very brief note about the concept of ‘usefulness’ regarding personas.

Usefulness of personas is tied to the (a) use case for which the persona is applied, which can be partially inherited from (b) domain (industry: e.g., in e-commerce some different persona information is needed than in journalism) and (c) job role (strategic / operational).

Therefore, dimensions for ‘usefulness’ in personas:

  • use case
  • industry
  • job role

Should be considered when trying to understand / measure persona usefulness.

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

Yes, keep me updated on new persona posts

Email Address *

Categories
Advertising Personas Marketing Personas Personas Use of Personas

How can I use a persona for advertising?

Advertising is often considered to have four main functions: (a) targeting, i.e., selecting whom the marketing messages are sent to, (b) message creation, i.e., copywriting, which referes to creating ads and other marketing communications that are customized for the selected target group(s), (c) channel selection, i.e., deciding which mediums to use in order to reach the target group(s), and (d) reporting, i.e., analyzing the results of an advertising campaign.

When it comes to advertising, personas can help in all of the above advertising functions. For example, you can use personas in targeting, to select the customers who receive your company’s marketing messages. Moreover, personas can also be used for message creation – ideally, personas result in more personal ad copy texts that are resonating well with the target audience that the persona represents. Similarly, by knowing in which channels the persona most spends his or her time, you can choose the appropriate channels for advertising strategy.

Finally, you can report the results by persona, e.g., “Mary was the most recipient to our new campaign on Dinner in the Dark products, while David most enjoyed the Flight experience campaign”.

More articles on persona use cases

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

Categories
Advertising Personas Benefits of Personas Buyer Personas Data-Driven Personas Marketing Personas Use of Personas User Personas Value of personas

How to use a persona? 13 persona use cases listed

In this post, we list some of the many ways to use a persona. This list considers mostly business cases for personas.

  1. Brand Discovery: Uncover how your core customers feel about your product or service and how they rationalize the purchase decision.
  2. Channel and Offering Alignment: Align every piece of offerings and marketing activity to a persona and purchase stage, identifying new channels and needs where opportunities exist.
  3. Communication: Personas are also great for communication among team members and across departments. Personas are GREAT for meetings! They keep folks focused on the BIG picture.
  4. Content Creators: Content creators can leverage personas for the delivery of content that will be most relevant and useful to their audience. When planning for content, we might ask “Would Bridget understand this?” or “Would Bridget be attracted by this?”
  5. Executives: can keep personas in mind while making strategic decisions. In fact, a persona can become a “silent member in the boardroom”.
  6. Experimentation and Optimization: Carry out well-thought experiments to produce statistically significant business insights and apply the results to optimize performance.
  7. Journey Mapping: Plot the stages and paths of the persona lifecycle, documenting each persona’s unique state of mind, needs, and concerns at each stage
  8. Marketing: When you understand where your core customers spend their time online, you are able to focus your marketing spend on these channels.
  9. Persona Discovery: Document the individuals involved in the purchase process in a way that allows decision makers to empathize with them in a consistent way.
  10. Product Managers: can use the information to design a product that meets the needs or desires of core customers, and marketing can use personas to craft messages that resonate.
  11. Product Offerings: Personas can be extremely helpful in product development. With the help of personas, you can more easily build the features that suit your customers’ needs. Forrester Research reports a 20% productivity improvement with teams that use personas.
  12. Reporting and Feedback: Report and review data and insights to drive strategic decisions, as well as provide information to the organization as a whole.
  13. Sales: Targeted offerings can help you convert more potential customers to subscribers, followers, and customers. You can also use persona description to tailor lead generation which is likely to improve your lead quality and satisfaction.

More articles on persona use cases

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