Our book, Data-Driven Personas, has a comprehensive glossary of persona and related terms. Great reference for teaching, workshops, and courses! Glossary Terms A/B testing: using personas as a part of a split testing process, e.g., to increase team members’ empathy towards users before creating test versions that target said users.
Data-Driven Personas: Glossary Terms Read More »
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
The What, Why, and How of Influencers and Personas! Read More »
We are putting the finished touches on our book, Data-Driven Personas by Bernard J. Jansen, Joni O. Salminen, Soon-Gyo Jung, and Kathleen Guan, Hamad Bin Khalifa University (HBKU) and University College London. Morgan & Claypool Publishers. The book is comprised of 12 chapters (10 content chapters, plus an introduction and conclusion chapter) divided into 6
Data-Driven Persona Book: 3 Appendices for Making Personas Actionable Read More »
For our forthcoming book, “Data-Driven Personas”, one of the personas that we are designing the book’s content for is the marketing researcher, Ting.
Update Data-Driven Personas Book for Ting, the researcher Read More »
In this blog post, the APG team and Kathleen Guan join to summarize some key aspects in the theory of “why personas work,” grounded in notions from social psychology. Enjoy reading! Introduction to Theory of Personas How do people form a connection with personas? What information plays a role? When does connecting take place? When
Algorithmic fairness criteria for machine learning models are gathering widespread research interest. They are also relevant in the context of data-driven personas that rely on online user data and opaque algorithmic processes. Overall, while technology provides lucrative opportunities for the persona design practice, several ethical concerns need to be addressed to adhere to ethical standards
In research led by Jon Salminen, to predict the personality traits of data-driven personas, we apply an automatic persona generation methodology to generate 15 personas from the social media data of an online news organization. After generating the personas, we aggregate each personas’ YouTube comments and predict the “Big Five” personality traits of each persona from
