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Personas

What is a persona?

A persona is an imaginary person that represents a segment of users, audience members, or customers. A persona is typically presented in a persona profile that presents characteristics of the persona such as a photo, name, and other attributes.

There are many domains that can employ a persona, including system design, marketing, content creation, and advertising. There are many notable benefits for an organization that uses personas.

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

By Jim Jansen

Dr. Jansen is a Principal Scientist in the social computing group of the Qatar Computing Research Institute, and a professor with the College of Science and Engineering, Hamad bin Khalifa University, and an adjunct professor with the College of Information Sciences and Technology at The Pennsylvania State University. He is a graduate of West Point and has a Ph.D. in computer science from Texas A&M University, along with master degrees from Texas A&M (computer science) and Troy State (international relations). Dr. Jim Jansen served in the U.S. Army as an Infantry enlisted soldier and communication commissioned officer.

One reply on “What is a persona?”

[…] A persona is an imaginary person that embodies the characteristics (i.e., attributes) of different market segments that matter for a company or organizations. In other words, these are user or customer types that represent e.g. the most loyal or most valuable (or most desirable) customer segments. In simpler terms, a persona represents a group of customers with similar behaviors and/or demographics — a group that is important for our business. […]