{"id":324,"date":"2020-03-28T05:19:19","date_gmt":"2020-03-28T05:19:19","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=324"},"modified":"2022-10-04T19:35:31","modified_gmt":"2022-10-04T16:35:31","slug":"combining-empathy-with-rationality-for-better-insights-to-analytics","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/combining-empathy-with-rationality-for-better-insights-to-analytics\/","title":{"rendered":"Combining Empathy with Rationality for Better Insights to Analytics"},"content":{"rendered":"
\"magnet
Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics<\/a><\/figcaption><\/figure>\n

Persona is a common human-computer interaction technique for increasing stakeholders\u2019 understanding of audiences, customers, or users.<\/p>\n

Applied in many domains, such as e-commerce, health, marketing, software development, and system design, personas have remained relatively unchanged for several decades.<\/p>\n

However, with the increasing popularity of digital user data and data science algorithms, there are new opportunities to progressively shift personas from general representations of user segments to precise interactive tools for decision-making.<\/p>\n

In this vision, the persona profile functions as an interface to a fully functional analytics system.<\/p>\n

With this research, we conceptually investigate how data-driven personas can be leveraged as analytics tools for understanding users.<\/p>\n

We present a conceptual framework consisting of (a) persona benefits, (b) analytics benefits, and (c) decision-making outcomes.<\/p>\n

We apply this framework for an analysis of digital marketing use cases to demonstrate how data-driven personas can be leveraged in practical situations.<\/p>\n

We then present a functional overview of an actual data-driven persona system that relies on the concept of data aggregation in which the fundamental question is defining the unit of analysis for decision making.<\/p>\n

The system provides several functionalities for stakeholders within organizations to address this question.<\/p>\n

Jansen, B. J., Salminen, J., and Jung, S.G. (2020) Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics<\/a>. Data and Information Management. 4(1), 1-17. https:\/\/www.sciencedirect.com\/science\/article\/pii\/S2543925122000560<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Persona is a common human-computer interaction technique for increasing stakeholders\u2019 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 […]<\/p>\n","protected":false},"author":3,"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":"default","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":[10,4,2,9],"tags":[21,45],"class_list":["post-324","post","type-post","status-publish","format-standard","hentry","category-benefits-of-personas","category-persona-analytics","category-personas","category-value-of-personas","tag-persona-analytics","tag-web-analytics"],"yoast_head":"\nCombining Empathy with Rationality for Better Insights to Analytics – 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\/combining-empathy-with-rationality-for-better-insights-to-analytics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Combining Empathy with Rationality for Better Insights to Analytics – The Persona Blog\" \/>\n<meta property=\"og:description\" content=\"Persona is a common human-computer interaction technique for increasing stakeholders\u2019 understanding of audiences, customers, or users. 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