{"id":427,"date":"2020-04-23T12:58:31","date_gmt":"2020-04-23T12:58:31","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=427"},"modified":"2020-04-26T11:51:32","modified_gmt":"2020-04-26T11:51:32","slug":"personas-and-analytics-a-comparative-user-study-of-efficiency-and-effectiveness-for-a-user-identification-task","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/personas-and-analytics-a-comparative-user-study-of-efficiency-and-effectiveness-for-a-user-identification-task\/","title":{"rendered":"Personas and Analytics: A Comparative User Study of Efficiency and Effectiveness for a User Identification Task"},"content":{"rendered":"

Personas are a well-known technique in human-computer interaction. However, there is a lack of rigorous empirical research evaluating personas relative to other methods.\u00a0<\/span><\/p>\n

In this 34-participant experiment, my colleagues and I compare a persona system and an analytics system, both using identical user data, for efficiency and effectiveness for a user identification task.\u00a0<\/span><\/p>\n

Results show that personas afford a faster task completion<\/b>\u00a0than the analytics system, as well as\u00a0outperforming analytics<\/b>\u00a0with significantly higher\u00a0<\/b>user identification\u00a0<\/b>accuracy.\u00a0<\/span><\/p>\n

<\/p>\n

\"girl_on_phone\"
Personas outperform Analytics for a User Identification Task<\/figcaption><\/figure>\n

Qualitative analysis of think-aloud transcripts shows that personas have other benefits<\/b>\u00a0regarding\u00a0learnability and consistency<\/b>.\u00a0<\/span><\/p>\n

However, the analytics system affords insights and capabilities that personas cannot due to inherent design differences.\u00a0<\/span><\/p>\n

Findings support the use of personas to learn about users, empirically confirming some of the stated benefits in the literature, while also highlighting the limitations of personas that m<\/span>ay necessitate the use of accompanying methods.<\/span><\/p>\n

Read full research<\/h3>\n

Salminen, J., Jung, S.G., Chowdhury, S. \u015eeng\u00fcn, S., and <\/span>Jansen, B. J. (2020)\u00a0<\/span>Personas and Analytics: A Comparative User Study of Efficiency and Effectiveness for a User Identification Task<\/a>. ACM CHI Conference on Human Factors in Computing Systems (CHI’20), Honolulu, HI, USA. 25\u201330 April, 1-13.<\/span><\/span><\/p>\n

More persona research<\/h3>\n

Is More Better?: Research Concerning the Impact of Multiple Photos on Perception of Persona Profiles<\/a><\/p>\n

Research on Personas: Personas and Scenarios as a Methodology for Information Sciences<\/a><\/p>\n

Automatic Persona Generation for Online Content Creators: Conceptual Rationale and a Research Agenda<\/a><\/p>\n

Research Concerning: Are Personas Done? Evaluating their usefulness in the age of digital analytics<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Personas are a well-known technique in human-computer interaction. However, there is a lack of rigorous empirical research evaluating personas relative to other methods.\u00a0 In this 34-participant experiment, my colleagues and I compare a persona system and an analytics system, both using identical user data, for efficiency and effectiveness for a user identification task.\u00a0 Results show […]<\/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":[4,7,2],"tags":[33,45],"class_list":["post-427","post","type-post","status-publish","format-standard","hentry","category-persona-analytics","category-persona-research","category-personas","tag-personas","tag-web-analytics"],"yoast_head":"\nPersonas and Analytics: A Comparative User Study of Efficiency and Effectiveness for a User Identification Task – 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\/personas-and-analytics-a-comparative-user-study-of-efficiency-and-effectiveness-for-a-user-identification-task\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Personas and Analytics: A Comparative User Study of Efficiency and Effectiveness for a User Identification Task – The Persona Blog\" \/>\n<meta property=\"og:description\" content=\"Personas are a well-known technique in human-computer interaction. 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