Data-driven personas have the advantages of both personas and analytics! See this open access article for the full story – Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics Remarkably, with the combining of personas and analytics, the strengths of each approach help offset the deficiencies of the other. […]
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Persona is a common human-computer interaction technique for increasing stakeholders’ understanding of audiences, customers, or users. Applied in many domains, such as e-commerce, health, marketing, software development, and system design, personas have remained relatively unchanged for several decades. However, with the increasing popularity of digital user data and data science algorithms, there are new opportunities
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Enabled by digital user data and algorithms, persona user interfaces (UI) are moving to digital formats. However, algorithms and user data, if left unexplained to end-users, might leave data-driven personas (DDPs) difficult to understand and trust. This is because the data and the way it is processed are complex and not self-evident, requiring explanations of
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Congrats to the APG Team for a CHI 2020 Best Paper & Honourable Mention research paper award! The SIGCHI “Best of CHI” awards honour exceptional submissions to SIGCHI sponsored conferences. 125 papers received Honourable Mention (top 5% of submissions) of more than 3,000 submissions. The research article from the APG team is: Salminen, J., Jung,
CHI 2020 Best Papers & Honourable Mention for Persona Research Read More »
Creating personas from large amounts of online data is useful but difficult with manual methods. To address this difficulty, we present Automatic Persona Generation (APG), which is an implementation of a methodology for quantitatively generating data-driven personas from online social media data. APG is functional, and it is deployed with several organizations in multiple industry
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Should you include numbers in your persona profiles? Good question! In an experiment, we present 38 marketing and data analysts professionals with two online AI-driven persona interfaces. One with information using numbers. The other with information using text. We employ eye-tracking, think-aloud, and a post-engagement survey for data collection. We do both quantitative and qualitative
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In research led by Joni Salminen, we investigate the existence of demographic bias in automatically generated personas by producing personas from YouTube Analytics data. Despite the intended objectivity of the methodology, we find elements of bias in the data-driven personas. The bias is highest when doing an exact match comparison, and the bias decreases when
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