{"id":595,"date":"2020-04-29T21:23:36","date_gmt":"2020-04-29T18:23:36","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=595"},"modified":"2020-04-30T08:55:41","modified_gmt":"2020-04-30T05:55:41","slug":"persona-transparency-analyzing-the-impact-of-explanations-on-perceptions-of-data-driven-persona","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/persona-transparency-analyzing-the-impact-of-explanations-on-perceptions-of-data-driven-persona\/","title":{"rendered":"Persona Transparency: Analyzing the Impact of Explanations on Perceptions of Data-Driven Persona"},"content":{"rendered":"<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-596\" style=\"-webkit-user-drag: none; display: block; margin-bottom: -1ex;\" src=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/personas_explainations_v02.jpg?resize=450%2C381&#038;ssl=1\" alt=\"Persona Transparency: Analyzing the Impact of Explanations on Perceptions of Data-Driven Personas\" width=\"450\" height=\"381\" srcset=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/personas_explainations_v02.jpg?w=450&amp;ssl=1 450w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/personas_explainations_v02.jpg?resize=300%2C254&amp;ssl=1 300w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/p>\n<p><a href=\"http:\/\/www.bernardjjansen.com\/uploads\/2\/4\/1\/8\/24188166\/persona_transparency.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-family: inherit;\" data-blogger-escaped-style=\"font-family: inherit;\"><span style=\"color: #6d6d6d; font-family: 'Inter var', -apple-system, BlinkMacSystemFont, 'Helvetica Neue', Helvetica, sans-serif; font-size: 15px;\">Persona Transparency: Analyzing the Impact of Explanations on Perceptions of Data-Driven Personas<\/span><\/span><\/a><\/p>\n<p>Computational techniques are becoming more common in persona development. However, users of personas may question the information in persona profiles because they are unsure of how it was created.<\/p>\n<p><span style=\"font-family: inherit;\" data-blogger-escaped-style=\"font-family: inherit;\">This problem is especially vexing for data-driven personas because their creation is an opaque algorithmic process.\u00a0<\/span><\/p>\n<p><span style=\"font-family: inherit;\" data-blogger-escaped-style=\"font-family: inherit;\">In this research, we analyze the effect of increased transparency \u2013 i.e., explan<\/span><span style=\"font-family: inherit;\" data-blogger-escaped-style=\"font-family: inherit;\">ations of how the information in data-driven personas was produced \u2013 on user perceptions.\u00a0<\/span><\/p>\n<p><span style=\"font-family: inherit;\" data-blogger-escaped-style=\"font-family: inherit;\">We find that higher transparency through these explanations increases the perceived completeness and clarity of the personas.\u00a0<\/span><\/p>\n<p><span style=\"font-family: inherit;\" data-blogger-escaped-style=\"font-family: inherit;\">Contrary to\u00a0<\/span><span style=\"font-family: inherit;\" data-blogger-escaped-style=\"font-family: inherit;\">\u00a0our hypothesis, the perceived credibility of the personas decreases with the increased transparency, possibly due to the technical complexity of the persona profiles disrupting the facade of the personas being real people.\u00a0<\/span><\/p>\n<p><span style=\"font-family: inherit;\" data-blogger-escaped-style=\"font-family: inherit;\">This finding suggests that explaining the algorithmic process of data-driven persona creation involves a \u201ctransparency trade-off\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-family: inherit;\" data-blogger-escaped-style=\"font-family: inherit;\">We also find that the gender of the persona affects the perceptions, with transparency increasing perceived completeness and empathy of the female persona, but not for the male persona. Therefore, transparency may specifically assist in the acceptance of female personas.\u00a0<\/span><\/p>\n<p><span style=\"font-family: inherit;\" data-blogger-escaped-style=\"font-family: inherit;\">We provide practical implications for persona creators regarding transparency in persona profiles.<\/span><\/p>\n<h3>Read Full Research<\/h3>\n<p><span style=\"color: #464646;\" data-blogger-escaped-style=\"background-color: white; color: #464646;\">Salminen, J., Santos, J., Jung, S. G., Eslami, M. and\u00a0<\/span>Jansen, B. J. <span style=\"color: #464646;\" data-blogger-escaped-style=\"background-color: white; color: #464646;\">(2020) <\/span><a href=\"http:\/\/www.bernardjjansen.com\/uploads\/2\/4\/1\/8\/24188166\/persona_transparency.pdf\" data-blogger-escaped-style=\"background-color: white; border-bottom: 1px solid rgb(108, 162, 155); color: #6ca29b; text-decoration-line: none;\" data-blogger-escaped-target=\"_blank\">Persona Transparency: Analyzing the Impact of Explanations on Perceptions of Data-Driven Personas<\/a><span style=\"color: #464646;\" data-blogger-escaped-style=\"background-color: white; color: #464646;\">.\u00a0<\/span><u data-blogger-escaped-style=\"background-color: white; color: #464646;\">International Journal of Human-Computer Interaction<\/u><span style=\"color: #464646;\" data-blogger-escaped-style=\"background-color: white; color: #464646;\">, 36(8), 788-800.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Persona Transparency: Analyzing the Impact of Explanations on Perceptions of Data-Driven Personas Computational techniques are becoming more common in persona development. However, users of personas may question the information in persona profiles because they are unsure of how it was created. This problem is especially vexing for data-driven personas because their creation is an opaque [&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":[16,37,59,7,2],"tags":[91,51,69],"class_list":["post-595","post","type-post","status-publish","format-standard","hentry","category-persona-creation","category-persona-design","category-persona-development","category-persona-research","category-personas","tag-persona-images","tag-persona-pictures","tag-transparency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Persona Transparency: Analyzing the Impact of Explanations on Perceptions of 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\/persona-transparency-analyzing-the-impact-of-explanations-on-perceptions-of-data-driven-persona\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Persona Transparency: Analyzing the Impact of Explanations on Perceptions of Data-Driven Persona &#8211; The Persona Blog\" \/>\n<meta property=\"og:description\" content=\"Persona Transparency: Analyzing the Impact of Explanations on Perceptions of Data-Driven Personas Computational techniques are becoming more common in persona development. 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