{"id":1845,"date":"2023-03-19T10:04:21","date_gmt":"2023-03-19T07:04:21","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=1845"},"modified":"2023-10-26T15:25:34","modified_gmt":"2023-10-26T12:25:34","slug":"data-driven-personas-advantages-challenges","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/data-driven-personas-advantages-challenges\/","title":{"rendered":"Data-driven Personas: Advantages, Challenges, and Strategies to Address Challenges"},"content":{"rendered":"

Data-driven personas<\/a> are considered a novel contribution to the field of human-computer. A data-driven persona represents a group of technology users as a fictional person. Different types of users’ data can be retrieved from social media platforms (e.g., Facebook, YouTube), digital analytics services (e.g., Adobe Analytics, Google Analytics), or CRM data. Then, state-of-the-art data-driven persona systems, such as APG<\/a>, can be developed based on algorithms to create the personas<\/a>.<\/p>\n

 <\/p>\n

\"\"
Example of a data-driven persona from the Automatic Persona Generation (APG) system. The System shows different persona’s attributes such as name, picture, gender, age, and location<\/figcaption><\/figure>\n

 <\/p>\n

Advantages of data-driven personas: <\/strong><\/p>\n

Data-driven personas<\/a> have several advantages, including:<\/p>\n

    \n
  1. Data-driven personas can help develop empathy and understand users’ demographics, interests, and needs.<\/li>\n
  2. Data-driven personas can demonstrate user segmentation that is generally modeled based on computational methods.<\/li>\n
  3. Data-driven personas can be created and updated expeditiously after employing automatic data collection and persona-generation algorithms.<\/li>\n<\/ol>\n

    Challenges of data-driven personas & Strategies to address these challenges: \u00a0<\/strong><\/p>\n

    On the opposite side, creating data-driven personas can also have some challenges, including:<\/p>\n

      \n
    1. Complexity:<\/strong> Creating data-driven personas might require complex algorithms to collect and analyze the data.
      \nTo address this challenge:<\/strong> Successful data-driven personas engineers might be willing to share source code and documentation to enable other researchers to freely access, reuse, modify, and redistribute the data-driven personas algorithms.\u00a0<\/span><\/li>\n
    2. Disconnection:<\/strong> Users’ segmentation may not reflect the goals and objectives of the end-users.
      \nTo address this challenge:<\/strong> conducting users’ studies on data-driven personas might contribute to creating a better understanding of the needs, demands, choices, and motivations of the users.\u00a0<\/span><\/li>\n
    3. Outliers:<\/strong> data-driven personas usually represent the mainstream users and might hide outliers or minorities.
      \nTo address this challenge:<\/strong> Analyzing user’s attributes gaps and low representation might contribute to creating data-driven personas systems that engender diversity and inclusion.\u00a0<\/span><\/li>\n<\/ol>\n

       <\/p>\n

      Reference:<\/strong><\/p>\n

      Jansen, B., Salminen, J., Jung, S.g., & Guan, K. (2021). Data-Driven Personas<\/em><\/a>. Springer International Publishing.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Data-driven personas are considered a novel contribution to the field of human-computer. A data-driven persona represents a group of technology users as a fictional person. Different types of users’ data can be retrieved from social media platforms (e.g., Facebook, YouTube), digital analytics services (e.g., Adobe Analytics, Google Analytics), or CRM data. Then, state-of-the-art data-driven persona […]<\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10,7,2],"tags":[],"class_list":["post-1845","post","type-post","status-publish","format-standard","hentry","category-benefits-of-personas","category-persona-research","category-personas"],"yoast_head":"\nData-driven Personas: Advantages, Challenges, and Strategies to Address Challenges – The Persona Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.qcri.org\/blog\/data-driven-personas-advantages-challenges\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data-driven Personas: Advantages, Challenges, and Strategies to Address Challenges – The Persona Blog\" \/>\n<meta property=\"og:description\" content=\"Data-driven personas are considered a novel contribution to the field of human-computer. 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