Persona Analytics

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 …

Ideas for Persona Research Using Quantitative User Analytics Read More »

Persona Analytics: a pathway to persona science

Slidedeck on Persona Analytics: pathway to persona science from QUANT UX Conference 2022 https://drive.google.com/file/d/1euyQPqUdVd0B8r249SApNOyN6hzESf2n/view Salminen, J., Jung, S.G., and Jansen, B. J. (2022) Persona Analytics: a pathway to persona science. In CN Chapman, KZ Xu, M Callegaro, F Gao, and M Cipollone, eds. (2022). Proceedings of the 2022 Quantitative User Experience Conference (Quant UX Con). …

Persona Analytics: a pathway to persona science Read More »

Personas in the Era of Privacy-Protected User Analytics

An important observation: the value of personas in Web analytics is likely to increase with the current changes in digital privacy. This is because the platforms need to move into more non-personified systems and methods. Personas are exactly about this: making individual customer data aggregated. In fact, Google planned a system (that they already sort …

Personas in the Era of Privacy-Protected User Analytics Read More »

Toxic Text in Personas: An Experiment on User Perceptions

When algorithms create personas from social media data, the personas can become noxious via automatically including toxic comments. To investigate how users perceive such personas, we conducted a 2 × 2 user experiment with 496 participants that showed participants toxic and non-toxic versions of data-driven personas. We found that participants gave higher credibility, likability, empathy, …

Toxic Text in Personas: An Experiment on User Perceptions Read More »

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: Persona analytics is just like any analytics. If you want to understand your customers, there must be some reason for that. What …

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

3 Step Process for Deploying Data-Driven Personas in Your Organization

Data-driven personas are algorithmically created from user behavioral and demographic data. They can be a valuable tool in an organization for communication across divisions to get a consistent user understanding. However, we hear from many clients that deploying personas within an organization can be challenging. So, how do you deploy data-driven personas in an organization to …

3 Step Process for Deploying Data-Driven Personas in Your Organization Read More »