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Data-Driven Personas Persona Design Persona System Personas Use of Personas

9 Things Clients Get Wrong About Personas

Without further ado, here are nine things that people often get wrong about personas (based on our experience):

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HCI and data-driven personas HCI and personas analytics Persona Analytics Persona System

MIT Tech Review Article About APG: Making better decisions with big data personas

Nice write up about persona analytics, as created by APG, in MIT Technology Review!

Making better decisions with big data personas
Making better decisions with big data personas

How personas and data work together

With increasing analytics data, personas can now be generated using big data and algorithmic approaches. This integration of personas and analytics offers impactful opportunities to shift personas from flat files of data presentation to interactive interfaces for analytics systems. These personas analytics systems provide both the empathic connection of personas and the rational insights of analytics. With persona analytics systems, the persona is no longer a static, flat file. Instead, they are operational modes of accessing user data.

 

Jim Jansen, Soon-gyo Jung, and Joni Salminen (2021) Making better decisions with big data personas. MIT Technology Review. 11 March.  https://www.technologyreview.com/2021/03/11/1020207/making-better-decisions-with-big-data-personas/

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HCI and data-driven personas Human-Computer Interaction design technique Persona System

The book, Data-Driven Personas

Our book on “Data-Driven Personas” is now available. Authored by Dr. Jim JansenJoni SalminenSoon-gyo Jung of QCRI & Kathleen Guan of UCL

Data-Driven Personas

You can get your copy of the book via Morgan & Claypool Publishers

Or through Amazon Data-Driven Personas

Jansen, B. J., Salminen, J., Jung, S.G., and Guan, K. (2021). Data-Driven Personas. Synthesis Lectures on Human-Centered Informatics,1 Carroll, J. (Ed). Morgan-Claypool: San Rafael, CA., 4:1, i-317.

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Persona System Personas

APG calculates the number of customers represented by each persona!

APG is a data-intensive system that automatically creates rich personas representing customer segments by employing web/social media analytics.

APG uses this analytics data to identify customer behaviors, generates customer segments, and then enriches these customer segments with gender, age, and nationality appropriate names and pictures; customer loyalty rating, customer interests, product interactions, brand sentiment, and segment sizes represented by the personas, … all done in a privacy-preserving process using only aggregated data.

With APG, the persona profile is the interface to a full stack persona analytics system, combining the empathy of personas with the rationality of analytics.

So, with APG, you get SO MUCH more than a persona profile!

For example, APG calculates the current and potential customer segment sizes represented by your personas.

APG calculates the current and the potential customer segment size represented by your personas.
APG calculates the current and the potential customer segment size represented by your personas.

Additionally, APG shows you the opportunities (i.e., segments with growth potential).

APG shows you the opportunities (i.e., segments with growth potential).
APG shows you the opportunities (i.e., segments with growth potential).

This is a value enhancing feature relative to flat persona profiles or complex analytics systems of APG!

Better personas! Better decisions! Better results!

APG is data-intensive! APG is fast! APG personas are rich! 

Want to read more about APG?

Jung, S., An, J., Kwak, H., Ahmad, M., Nielsen, L., and Jansen, B. J.  (2017) Persona Generation from Aggregated Social Media Data. ACM Conference Extended Abstracts on Human Factors in Computing Systems 2017 (CHI2017). Denver, Colorado. p. 1748-1755. 6-11 May.

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

Contact me to get going w/APG!

Dr. Jim Jansen, email: bjansen@hbku.edu.qa

 

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Persona System Personas

What do you get in an APG persona profile?

APG is a data-intensive system that automatically creates rich personas representing customer segments by employing web/social media analytics.

APG uses this analytics data to identify customer behaviors, generates customer segments, and then enriches these customer segments with gender, age, and nationality appropriate names and pictures; customer loyalty rating, customer interests, product interactions, brand sentiment, and segment sizes represented by the personas, … all done in a privacy-preserving process using only aggregated data.

We sometimes hear two myths about about data-driven personas.

  • Myth One: Data-driven personas are not as rich as those created by non-algorithmic methods.
  • Myth Two: Data-driven personas do not represent the underlying analytic numbers.

Let’s put both these myths to bed now!

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Persona Analytics Persona Creation Persona Design Persona System Personas

APG: Creating Personas FAST!

APG is a data-intensive system that rapidly creates rich personas representing customer segments by employing web/social media / online analytics.

Here is an example of an APG persona.

Example of an APG Persona
Example of an APG Persona – from numbers to persona in hours! Or less!

How?

APG uses this online analytics data to identify customer behaviors, generates customer segments, and then enriches these customer segments with gender, age, and nationality appropriate names and pictures; customer loyalty rating, customer interests, product interactions, brand sentiment, and segment sizes rapidly creating accurate and rich personas, … all done in a privacy-preserving process using only aggregated data.

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Data-Driven Personas Persona Analytics Persona Creation Persona System Personas

APG: A Data-Intensive Persona System

APG is a data-intensive system that automatically creates rich personas representing customer segments by employing web/social media analytics.

Here is an example of an APG persona.

Here is an example of an APG persona.
Here is an example of an APG persona.

APG uses this analytics data to identify customer behaviors, generates customer segments, and then enriches these customer segments with gender, age, and nationality appropriate names and pictures; customer loyalty rating, customer interests, product interactions, brand sentiment, and segment sizes represented by the personas, … all done in a privacy-preserving process using only aggregated data.

So, APG is an exceptionally data-intensive system!

How data-intensive?

Here is APG by the numbers! (as of 18 May 2020)

The APG system has more than:

  • 1.5K images for personas, copyrights purchased or common use license and meta tagged with gender-age-nationality
  • 1M unique names for personas, meta tagged with name-age-nationality
  • 178,340 personas generated for current clients over a more than three year period
  • 17,465 persona sets (different number of personas, different type of personas (for the month (country), for the month (region), lifetime (country), lifetime (region))
  • 621 generations of persona sets

The APG system has identified more than: 8M customer segment sizes (i.e., customer segments represented by personas)

The APG system leverages more than:

  • 599K pieces of contents from multiple data sources (currently YouTube, Facebook, Twitter, Instagram, and Google Analytics)
  • 28M content comments from multiple data sources (currently  YouTube, Facebook, Twitter, and Instagram)

The APG system, for user engagement measures, leverages more than:

  • 205M likes from Instagram
  • 28M comments from multiple data sources (YouTube, Facebook, Twitter, and Instagram)

The APG system, for appropriate name generation and meta-tagging, leverages more than: 5M publicly available online profiles.

Data-intensive! Data-driven personas!

Read more

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