Data-Driven Personas HCI and data-driven personas HCI and personas HCI and personas analytics HCI audience understanding Persona Research Personas

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.

Data-Driven Personas

There are MANY advantages to using this book for your course!

Persona Research Personas

Data-Driven Personas Kindle Edition

Data-Driven Personas available in Kindle Edition!

Data-Driven Personas
Persona Creation Persona Design Persona Development Persona Research Personas

Factors of selecting optimal number of personas

Our team has been working on the question of how many personas to create for a while now. It’s an elusive questions that keeps us searching for a final answer that may not be out there.

Regardless, we have been able to identify some factors relevant to this question. In this post, I’ll briefly go through these factors.

Persona Research Personas

A Survey of 15 Years of Data-Driven Persona Development

A Survey of 15 Years of Data-Driven Persona Development
A Survey of 15 Years of Data-Driven Persona Development

Data-driven persona development unifies methodologies for creating robust personas from the behaviors and demographics of user segments. Data-driven personas have gained popularity in human-computer interaction due to digital trends such as personified big data, online analytics, and the evolution of data science algorithms. Even with its increasing popularity, there is a lack of a systematic understanding of the research on the topic.

To address this gap, we review 77 data-driven persona research articles from 2005–2020. The results indicate three periods:

  1. Quantification (2005–2008), which consists of the first experiments with data-driven methods,
  2. Diversification (2009–2014), which involves more pluralistic use of data and algorithms, and
  3. Digitalization (2015–present), marked by the abundance of online user data and the rapid development of data science algorithms and software.

Despite consistent work on data-driven personas, there remain many research gaps concerning

  • shared resources
  • evaluation methods
  • standardization
  • consideration for inclusivity
  • risk of losing in-depth user insights.

We encourage organizations to realistically assess their data-driven persona development readiness to gain value from data-driven personas.

Salminen, J., Guan, K., Jung, S. G., and Jansen, B. J. (2021) A Survey of 15 Years of Data-Driven Persona DevelopmentInternational Journal of Human-Computer Interaction.
DOI: 10.1080/10447318.2021.1908670

Persona Research Personas

Personas Methods Research

In addition to developing persona analytics systems and features to create accurate and precise data-driven personas, the APG Team also conducts persona analytics research.

please visit our Persona Research from The APG Team page
Persona Research from The APG Team

Here some of the APG team’s research articles about data-driven personas and persona methods. Check ’em out!

Jansen, B. J., Jung, S.G., Salminen, J., Nielsen, L., and Guan, K.W. (2021) Strengths and Weaknesses of Persona Creation Methods: Guidelines for Novice and Experienced Users. 54th Annual Hawaii International Conference on System Sciences (HICSS 2021) Koloa, Hawaii, United States. 5-8 Jan. 2021. p. 4971-4980.

Salminen, J., Vahlo, J., Jung, S.G., Chowdhury. S., and Jansen, B. J.  (2020) Designing Prototype Player Personas from Game Preference Surveys. ACM CHI Conference on Human Factors in Computing Systems (CHI’20) (Extended Abstract), Honolulu, HI, USA. 25–30 April, 1-8.

Salminen, J., Guan, K., Jung, S.G., Chowdhury, S., and Jansen, B. J. (2020) A Literature Review of Quantitative Persona Creation. ACM CHI Conference on Human Factors in Computing Systems (CHI’20), Honolulu, HI, USA. 25–30 April. 1-14.

Salminen, J., Sengun, S., Jung, S.G., and Jansen, B. J. (2019) Design Issues in Automatically Generated Persona Profiles: A Qualitative Analysis from 38 Think-Aloud Transcripts. The ACM SIGIR Conference on Human Information Interaction and Retrieval (CHIIR2019). Glasgow, UK. 10-14 March. 225-229.

Salminen, J.O., Şengün, S., Kwak, H., Jansen, B. J., An, J., Jung, S.G., Vieweg, S., and Harrell, F. (2017) Generating Cultural Personas From Social Data: A Perspective of Middle Eastern Users. The Fourth International Symposium on Social Networks Analysis, Management and Security (SNAMS-2017). Prague, Czech Republic, p. 120-125. 21-23 Aug.

An, J., Kwak, H. and Jansen, B. J.  (2016) Validating Social Media Data for Automatic Persona Generation. The Second International Workshop on Online Social Networks Technologies (OSNT-2016), 13th ACS/IEEE International Conference on Computer Systems and Applications AICCSA 2016. Agadir, Morocco. 29 November – 2 December.

For the complete persona research articles from the APG Team, please visit our Persona Research from The APG Team page.


Data-Driven Personas Persona Creation Persona Research Personas

Three Data Types for Personas

The Basics of Data-Driven Personas

Data-driven personas can be generated from almost any data. Essentially, the generation consists of two steps: (1) pattern seeking, and (2) enrichment.

Persona Research

The Ability of Personas to Alter Incorrect Preconceptions About Customers

The Ability of Personas: An Empirical Evaluation of Altering Incorrect Preconceptions About Users
The Ability of Personas: An Empirical Evaluation of Altering Incorrect Preconceptions About Users

False preconceptions about customers can result in poor design, product development, and marketing decisions, so rectifying these preconceptions is essential for businesses.

In this research, we quantitatively evaluates the ability of data-driven personas to alter decision makers’ preconceptions about their online social media users.