{"id":383,"date":"2020-04-23T03:43:52","date_gmt":"2020-04-23T00:43:52","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=383"},"modified":"2021-03-18T22:06:39","modified_gmt":"2021-03-18T19:06:39","slug":"how-apg-assigns-a-name-to-a-data-driven-persona","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/how-apg-assigns-a-name-to-a-data-driven-persona\/","title":{"rendered":"How APG Assigns a Name to a Data-Driven Persona"},"content":{"rendered":"<p><em>The following is a post from the APG Team&#8217;s summer 2020 intern, Jaad Mohammed.<\/em><br \/>\n&#8212;&#8212;&#8211;<\/p>\n<p>If you ever thought how the APG system assigns a name to a <a href=\"https:\/\/persona.qcri.org\/blog\/what-is-a-data-driven-persona\/\">data-driven persona<\/a>, you&#8217;ve come to the right place.<\/p>\n<p>Since personas are representations of a typical user segment for a product&#8217;s current customer base, the persona needs a name! Nothing could make a persona feel more like a real person than giving it a name.<\/p>\n<p>Below, we walk you through basics of what APG does to create a persona and to assign a name to the <a href=\"https:\/\/persona.qcri.org\/blog\/what-is-a-persona-profile\/\">persona profile<\/a>.<\/p>\n<p>First and foremost, we need some kind of statistical data that our persona represents. For this, APG leverages privacy-preserving aggregated data of user interactions with product content posted on major online social media and other analytics platforms, such as Facebook, YouTube, and Google Analytics, etc. [1].<\/p>\n<p><!--more--><\/p>\n<p>Now with this data APG implements a sequential approach to automatically generate personas that consists:<\/p>\n<ul>\n<li>Identifying the distinct user interaction patterns from the data set,<\/li>\n<li>Linking these distinct user interaction patterns to the set of user demographic groups,<\/li>\n<li>Identifying impactful user demographic groups from the data set,<\/li>\n<li>Creating shell personas via demographic attributes, and<\/li>\n<li>Enriching these shell personas to create detailed persona descriptions.<\/li>\n<\/ul>\n<figure id=\"attachment_385\" aria-describedby=\"caption-attachment-385\" style=\"width: 580px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-385\" src=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/apg_flowchart-3.png?resize=580%2C199&#038;ssl=1\" alt=\"APG persona creation flowchart\" width=\"580\" height=\"199\" srcset=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/apg_flowchart-3.png?resize=1024%2C352&amp;ssl=1 1024w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/apg_flowchart-3.png?resize=300%2C103&amp;ssl=1 300w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/apg_flowchart-3.png?resize=768%2C264&amp;ssl=1 768w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/apg_flowchart-3.png?resize=1200%2C413&amp;ssl=1 1200w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/apg_flowchart-3.png?w=1204&amp;ssl=1 1204w\" sizes=\"auto, (max-width: 580px) 100vw, 580px\" \/><figcaption id=\"caption-attachment-385\" class=\"wp-caption-text\">APG persona creation flowchart<\/figcaption><\/figure>\n<p>To get a more detailed understanding of our process, you can head over to [2]<\/p>\n<p>Now that we have gathered the bases for the creation of persona (i.e., base persona), we can add personality to it by giving it a name.<\/p>\n<p>We have built a dictionary of names by collecting popular names by gender and year of countries. \u00a0For example, the top 1,000 popular baby names any year since 1879 (https:\/\/www.ssa.gov\/oact\/babynames\/) is available for the US. Then, through age group, gender, and location of a representative group, we can assign a temporal, gender, and ethnically appropriate name to a persona.<\/p>\n<p>For example, for a 25-year-old female from India, APG can access common baby names for Indian females born twenty-five years ago and use that information for naming the persona.<\/p>\n<p><a href=\"https:\/\/persona.qcri.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">APG<\/a> is automatically this whole name assignment process even further!<\/p>\n<h2>Reference<\/h2>\n<ul>\n<li>Jung, S., An, J., Kwak, H., Ahmad, M., Nielsen, L., and\u00a0Jansen, B. J.\u00a0(2017)\u00a0<a href=\"http:\/\/www.bernardjjansen.com\/uploads\/2\/4\/1\/8\/24188166\/jjansen_personas_chi2017.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Persona Generation from Aggregated Social Media Data<\/a>. ACM Conference Extended Abstracts on Human Factors in Computing Systems 2017 (CHI2017). Denver, Colorado. p. 1748-1755. 6-11 May.<\/li>\n<li>Jung, S.G., Salminen, J.,\u00a0Kwak, H.,\u00a0An, J., and\u00a0Jansen, B. J.\u00a0(2018)\u00a0<a href=\"http:\/\/www.bernardjjansen.com\/uploads\/2\/4\/1\/8\/24188166\/p321-jung.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Automatic Persona Generation (APG): A Rationale and Demonstration, ACM SIGIR Conference on Human Information Interaction and Retrieval (CHIIR2018) (Demo)<\/a>, New Brunswick, New Jersey, USA, 11-15 March.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The following is a post from the APG Team&#8217;s summer 2020 intern, Jaad Mohammed. &#8212;&#8212;&#8211; If you ever thought how the APG system assigns a name to a data-driven persona, you&#8217;ve come to the right place. Since personas are representations of a typical user segment for a product&#8217;s current customer base, the persona needs a [&hellip;]<\/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":"","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":"","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":[3,4,16,59,7,15,2],"tags":[31,56,451],"class_list":["post-383","post","type-post","status-publish","format-standard","hentry","category-data-driven-personas","category-persona-analytics","category-persona-creation","category-persona-development","category-persona-research","category-persona-system","category-personas","tag-automatic-persona-generation","tag-persona-name","tag-personas-names"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How APG Assigns a Name to a Data-Driven Persona &#8211; 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\/how-apg-assigns-a-name-to-a-data-driven-persona\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How APG Assigns a Name to a Data-Driven Persona &#8211; The Persona Blog\" \/>\n<meta property=\"og:description\" content=\"The following is a post from the APG Team&#8217;s summer 2020 intern, Jaad Mohammed. &#8212;&#8212;&#8211; If you ever thought how the APG system assigns a name to a data-driven persona, you&#8217;ve come to the right place. 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