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Automatic Persona Generation Data-Driven Personas Persona Analytics Persona Thinking Personas Use of Personas

Tactical Personas (i.e., “I have personas, now what?”)

We often get questions from prospective clients about how to use personas. Like, “okay, after I have these personas, then what? How can I use them?“.

I have two standard responses for this:

  1. Persona analytics is just like any analytics. If you want to understand your customers, there must be some reason for that. What is that reason?
  2. What are your marketing/business/design goals? What do you want to improve? After knowing these, we can then tell how we think personas could be useful.

The point is that we are not some magicians that can tell you what to do. Instead, we should figure it out together. It’s called co-creation — you, as the client know more about your organization, your problems and goals than us. We need that information to figure out if personas make sense and if so, how.

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Automatic Persona Generation Benefits of Personas Persona Research Personas Use of Personas

The What, Why, and How of Influencers and Personas!

If you are a marketer who has grown tired of routinely targeted marketing messages or if you are simply looking for a way to boost your brand awareness and try something new for your marketing strategy, then read on! Influencers may be for you! 

If you are an influencer or want to be one, then this article is also for you! 

A tech-savvy social media influencer at work Source: Unsplash

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Automatic Persona Generation Data-Driven Personas Persona Creation Persona Design Persona Development Personas Use of Personas User Personas

How suitable are artificially generated facial pictures in data-driven personas?

In a previous post, we analyzed the demographic Bias in Artificially Generated Facial Pictures that raised a concern that the generated images might not fairly represent all demographic groups.

In this post, we discuss if these artificially generated pictures are good enough for use in personas profiles for real-world systems and applications,  which are highly dependent on images for the personas. One of the key aspects of generating personas using a data-driven approach is to be able to represent the persona profile with a matching picture.

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Automatic Persona Generation Automatic Persona Generator Persona Creation Persona Research Persona System Personas

How APG Assigns the Marital Status of a Data-Driven Persona

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
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Here we talk about how the APG system enriches a data-driven persona by adding personality attributes to the persona profile, like marital status.

After APG creates a base persona for a set of user data by following its unique sequential method [1]:

  • Identifying distinct user interaction patterns from the data,
  • Linking these distinct user interaction patterns to user demographic groups,
  • Identifying impactful user demographic groups from the data,
  • Creating base personas via demographic attributes, and
  • Enriching these base personas to create rich personas description.

The above method is explained in detail when we talk about how the systems finds picture & age of a persona.

Now that we have a base persona.

How APG decides the Marital Status of a Data-Driven Persona
How APG decides the Marital Status of a Data-Driven Persona

The system queries a Facebook Application Program Interface (API) to collect information like related demographics such as the personas marital status by feeding the API details of the base personas interests and demographics data.

These are the steps taken by APG to add an Education Level to a Persona Profile.

Reference

Jung, S. G., Salminen, J., and Jansen, B. J. (2020) Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data. In Proceedings of Intelligent User Interfaces (ACM IUI2020). 17-20 March. Cagliari, Italy.

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Automatic Persona Generation Data-Driven Personas Persona Analytics

Manually and Automatically Generated Personas

While there have been attempts to “modernize” personas by automating their creation and tying the concept to behavioral online analytics data, the question remains: can data-driven personas offer efficiency and/or effectiveness value relative to other analytics approaches and data representations for user understanding tasks?

This question remains largely unaddressed in the previous research, even for personas in general, and it serves as the motivation for the research we are doing with APG, a data-driven persona system.

Overall, there is surprisingly little research in the field of marketing, HCI, or information science about data granularity in user segmentation. Yet, this is an issue that is practically important and theoretically interesting.

Customer segmentation and granularity research has noted aggregation beneficial for marketing practice. The optimal segmentation of user groups has also been pursued without a definitive solution.

While not discounting traditionally generated personas, our position is that data-driven persona has certain inherent advantages, as shown in Table 1.

Attributes (Including Both Advantages and Disadvantages) of Manually and Automatically Generated Personas
Attributes (Including Both Advantages and Disadvantages) of Manually and Automatically Generated Personas

For more on this topic see: Jansen, B. J., Salminen, J. O., & Jung, S. (2020). Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to AnalyticsData and Information Management4(1), 1-17. doi: https://doi.org/10.2478/dim-2020-0005

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Automatic Persona Generation Benefits of Personas Persona Analytics Personas

Benefits of Data-Driven Personas

benefits of data driven personas
Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics

Data-driven personas have the advantages of both personas and analytics!

See this open access article for the full story – Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics

Remarkably, with the combining of personas and analytics, the strengths of each approach help offset the deficiencies of the other. Conceptually, personas are easy for people to understand and generate empathy for the user, but personas are perceived as not granular and not actionable. Analytics data can be granular and actionable, but analytics can be cumbersome for employment and difficult for end users to comprehend. Nonetheless, the combination of both leverages the strengths and limits the weakness of each.

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

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

Explaining Data-Driven Personas to End Users

Got too many personas? This approach can help!

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

 

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Automatic Persona Generation Personas

Giving Faces to Data by Creating Data-Driven Personas

APG logo with three team members
Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data

Creating personas from large amounts of online data is useful but difficult with manual methods.

To address this difficulty, we present Automatic Persona Generation (APG), which is an implementation of a methodology for quantitatively generating data-driven personas from online social media data.

APG is functional, and it is deployed with several organizations in multiple industry verticals.

APG employs a scalable web front-end user interface and robust back-end database framework processing tens of millions of user interactions with tens of thousands of online digital products across multiple online platforms, including Facebook, Google Analytics, and YouTube.

APG identifies audience segments that are both distinct and impactful for an organization to create persona profiles. APG enhances numerical social media data with relevant human attributes, such as names, photos, topics, etc. Here, we discuss the architecture development and central system features.

Overall, APG can benefit organizations in distributing content via online platforms or with online content that relates to commercial products. APG is unique in its algorithmic approach to processing social media data for customer insights. APG can be found online at https://persona.qcri.org.

Here is a two pager about the Automatic Persona Generation (APG) system!

Read full article

Jung, S.G., Salminen, J., and Jansen, B. J. (2020) Giving Faces to Data: Creating Data-Driven Personas from Personified Big Data. ACM Conference on Intelligent User Interfaces (IUI2020)(Demo Paper), Cagliari, Italy. 17-20 March, 132-133

Read more about data-driven personas

What is a Data-Driven Persona?

Introduction to Data-Driven Personas

Benefits of Data-Driven Personas

Explaining Data-Driven Personas to End Users

Got too many personas? This approach can help!

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