Data-Driven Personas

Ideas for Persona Research Using Quantitative User Analytics

What Are Personas and Why Should We Care? Personas, commonly applied in human-computer interaction (HCI) (Cooper, 1999), design (Aoyama, 2007), and business domains such as marketing and sales (Salminen et al., 2018), are fictional depictions of end-users, patients, customers, or other groups of interest (Cooper, 1999). Personas are cited to have many benefits, at least …

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Creating More Personas Improves Representation of Demographically Diverse Populations: Implications Towards Interactive Persona Systems

Personas represent distinct user types. However, while online user data can be demographically and behaviorally heterogeneous, most studies generate less than ten personas, regardless of how heterogeneous the data is. Because all persona creation efforts need to assign a number of personas to create, assigning this number evokes a fundamental question, How many personas to …

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SME Personas: Creating Customer Personas for Small to Medium-sized Enterprises

Customer Understanding for SMEs Customer understanding is an integral part of a business, whether a big business, a small to medium-sized enterprise (SME), or small to medium-sized business (SMB), and it is crucial for a small business in a competitive market. ┬áCustomer personas can help your SME in this customer understanding. Though it may seem …

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Why Personas Could Be Less Useful than the Process of Creating Them

TL;DR: A big challenge for data-driven personas is that their users rarely participate in their creation. This evokes the question of how to develop techniques that enable participatory design of data-driven personas. There is a line of thought within persona research that argues something like this: personas are less useful than their creation process. The …

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Nine Things People Get Wrong About Personas

Without further ado, here are nine things that people often get wrong about personas (based on our experience): Personas are not based on real data. WRONG! This misconception stems from the era when personas were predominantly created based on interviews. The thing is, interviews are also real data. But, nonetheless, the argument was that since …

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Using the book Data-Driven Personas for Teaching

Hi, Professor! Planning your HCI, design, UX, advertising, content creation, marketing, or related course for the upcoming semester? Consider using the book Data-Driven Personas in your course. There are MANY advantages to using this book for your course!