Use of Personas

Introduction to Using Personas for Online Advertising

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Personas are fictitious people representing real customer groups, i.e., different types (e.g., most valuable, most loyal, most responsive – or the least valuable, etc.). Most typically, personas are presented to decision makers as persona profiles, i.e., narrative representations of different kinds of users belonging to a particular demographic, behavior, and/or attitude involved in using a …

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Personas for your non-customers – the Edge, the Refuse, and Unknown non-customers

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Personas can be a force multiplier in reaching your three categories of non-customers – the Edge Non-customers, the Refuse Non-customers, and Unknown Non-customers. Algorithmically-Generated Personas are great for humanized representation of your existing customers presented in understandable chunks of information. These data-driven personas are great for team communication while creating content and designing systems, along …

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How does varying the number of personas affect user perceptions and behavior? Challenging the ‘small personas’ hypothesis!

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Studies in human-computer interaction recommend creating fewer than ten personas based on stakeholders’ limitations to cognitively process and use personas. However, no existing studies offer empirical support for having fewer rather than more personas. Investigating this matter, thirty-seven participants interacted with five and fifteen personas using an interactive persona system, choosing one persona to design …

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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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