Reflection of Personas from a Beginner

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed. Always good to get a fresh perspective!
Reflection of Personas from a Beginner
by Jaad Mohammed

Before starting my internship at QCRI with the APG team, I had no idea about the concept of personas.

At my introductory meeting, I learned that a persona is an abstract representation of various types of users that interact with an organization’s online presence (i.e., company website, social media accounts etc.). These APG personas are created by processing data from the audience insights of social media platforms (i.e., Facebook, YouTube etc.) and company websites of our clients, using APG’s unique algorithms.

What I didn’t understand was how these personas could be used and how it helps the end-user. After reviewing some material online and talking with my colleagues, I inferred that personas are very effective for an organization to achieve a strong online presence.

Suppose I was a client using the APG software; this is how I could use personas for my company’s benefit.

Firstly, I can get to know the particular area of interest of a group of users using my website and which pages those users are likely to visit.

Secondly, using this information: –
● I can create content in a manner that targets a particular group of users visiting my company online by including real-time relevant material in my product and excluding content they may dislike.
● Then, I can distribute the content to a page where my end user is sure to visit. This guarantees that my user did not miss the opportunity to view my product due to poor product placement.

In today’s highly digitalized world, with all sorts of activities taking place online, personas come in as a handy tool for organizations to understand the preferences of their customers. This information can then be used effectively to increase the success rates of marketing campaigns by the organization ranging from planning to distribution of content.


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.

Automatic Persona Generation Benefits of Personas Data-Driven Personas Persona Analytics Persona Creation Persona System Use of Personas Value of personas

Introduction to Data-Driven Personas

Introduction to Data-Driven Personas

Automatic Persona Generation (APG) is a system developed by the persona research team at Qatar Computing Research Institute. APG is defined both as a methodology and a system for automatic creation of personas from online analytics data.

Automatic Persona Generation has specifically been developed to address the limitations of manual persona creation. This blog post details the main benefits of data-driven personas compared to manually created personas.

Benefits of Personas Personas Use of Personas Value of personas

How are Personas Used in Real Organizations?

What are Personas and Why Use Them?

Personas are fictional characters or ‘profiles’ that portray a certain type of customer or user.

The development of a persona should go beyond just providing background information on the organization’s ideal customers. The persona profile should also include other features, such as current behaviors the persona exihibits as well as goals and expectations. A detailed persona can help identify the right target audience, but more importantly, it forces the consideration of the user in the design and implementation of a product.

Benefits of Personas Persona Analytics Personas Use of Personas Value of personas

Usefulness of Personas in Age of Digital Analytics

In this post, I’m exploring the usefulness of personas in the era of digital analytics. At Qatar Computing Research Institute, we have developed a system for automatic persona generation (APG) – see the demo. Under the leadership of Professor Jim Jansen, we’re constantly working to position this persona system at the intersection of customer profiles, personas, and online analytics.

Benefits of Personas Persona System Personas Use of Personas Value of personas

How to Use Personas? Listing Typical Persona Use Cases

Introduction to Persona Use Cases

Personas are imaginary people representing the core audience or customers of a company or organization. Personas were introduced into software development and marketing in the 1990s. Personas capture and describe key elements of customer segments so that decision makers could better understand their users or customers, not only by using numbers but also by referring to qualitative user attributes, such as key pain points and desires, needs and wants.