{"id":544,"date":"2020-04-26T16:59:07","date_gmt":"2020-04-26T13:59:07","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=544"},"modified":"2020-04-26T17:09:06","modified_gmt":"2020-04-26T14:09:06","slug":"the-ethics-of-data-driven-personas","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/the-ethics-of-data-driven-personas\/","title":{"rendered":"The Ethics of Data-Driven Personas"},"content":{"rendered":"

Quantitative data and algorithms are becoming more common for persona creation,<\/strong> but it is not clear to which extent this data and opaque machine learning algorithms introduce bias at various steps of data-driven pers<\/span>ona creation (DDPC) and\/or violate user rights.<\/span><\/p>\n

\"The
The Ethics of Data-Driven Personas<\/a><\/figcaption><\/figure>\n

In this conceptual work, led by Joni Salminen<\/a>, we use Gillespie\u2019s framework of algorithmic ethics to analyze DDPC for ethical considerations.<\/span><\/span><\/p>\n

<\/span><\/span><\/p>\n

We formulate five design questions for evaluating the ethics of DDPC. Data-driven personas should demonstrate the diversity of the user base, be transparent in their creation, minimize the possibility of unfair decisions, and represent the actual data.<\/span><\/span><\/p>\n

Results also may be applicable to personas derived via other means.<\/span><\/span><\/p>\n

Read full research<\/h3>\n

Salminen, J., Froneman, W., Jung, S.G., Chowdhury. S., and\u00a0<\/span>Jansen, B. J.(2020)\u00a0<\/span>The Ethics of Data-Driven Personas<\/a>. ACM CHI Conference on Human Factors in Computing Systems (CHI’20) (Extended Abstract), Honolulu, HI, USA. 25\u201330 April, 1-9.<\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Quantitative data and algorithms are becoming more common for persona creation, but it is not clear to which extent this data and opaque machine learning algorithms introduce bias at various steps of data-driven persona creation (DDPC) and\/or violate user rights. In this conceptual work, led by Joni Salminen, we use Gillespie\u2019s framework of algorithmic ethics […]<\/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":[41,3,7,2],"tags":[80,71,76],"class_list":["post-544","post","type-post","status-publish","format-standard","hentry","category-chi","category-data-driven-personas","category-persona-research","category-personas","tag-algorithms","tag-data","tag-ethics"],"yoast_head":"\nThe Ethics of Data-Driven Personas – 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\/the-ethics-of-data-driven-personas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Ethics of Data-Driven Personas – The Persona Blog\" \/>\n<meta property=\"og:description\" content=\"Quantitative data and algorithms are becoming more common for persona creation, but it is not clear to which extent this data and opaque machine learning algorithms introduce bias at various steps of data-driven persona creation (DDPC) and\/or violate user rights. In this conceptual work, led by Joni Salminen, we use Gillespie\u2019s framework of algorithmic ethics […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/persona.qcri.org\/blog\/the-ethics-of-data-driven-personas\/\" \/>\n<meta property=\"og:site_name\" content=\"The Persona Blog\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-26T13:59:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-04-26T14:09:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/digital_ethics.jpg\" \/>\n<meta name=\"author\" content=\"Jim Jansen\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jim Jansen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" 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