Personas

Developing Persona Analytics Towards Persona Science

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Much of the reported work on personas suffers from the lack of empirical evidence. To address this issue, we introduce Persona Analytics (PA), a system that tracks how users interact with algorithmically-generated personas. PA captures users’ mouse and gaze behavior to measure users’ interaction with algorithmically generated personas and use of system features for an interactive […]

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Personas in the Era of Privacy-Protected User Analytics

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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

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Any dataset can be a persona

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“Any dataset can be a persona.” It’s quite a fascinating idea that any dataset about users or customers could be transformed into a set of personas. Of course, this means that persona creators need to possess a wide range of analytical skills because datasets in the wild contain different fields/variables/degree of structure. So, persona creation

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What’s in a Persona Name?: Naming Personas Using A Data-Driven Approach

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“Call me Ishmael.” Herman Melville, Moby-Dick (1851) Names are an incredibly important part of a people’s identity, carrying societal, personal, cultural, religious, ethnic, and/or nationality impressions. A name conveys the groups, communities, and population of a person or even a fictitious character (as in the case of Ishmael, the narrator in the book, Moby Dick)

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When Personas Are Not Needed

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When are personas not needed? Perhaps in many cases, but one example is Netflix. See this picture: In situation like this, when recommendations or personalizations can be made automatically at scale, there seems to be no need for an additional aggregation layer such as personas. Personas are only needed if we start asking collective, not

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