{"id":721,"date":"2020-05-09T20:38:58","date_gmt":"2020-05-09T17:38:58","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=721"},"modified":"2020-05-09T20:38:58","modified_gmt":"2020-05-09T17:38:58","slug":"behavioral-personas","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/behavioral-personas\/","title":{"rendered":"Behavioral Personas"},"content":{"rendered":"

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.<\/em>
\n——–<\/p>\n

\"Behavioral
Behavioral Personas<\/figcaption><\/figure>\n

Behavioral personas take the basic personas one step further.<\/p>\n

Personas are imaginary people representing the user, audience, or customers of a market segment based on real market research data. With personas, you get answers to questions such as: \u201cWho is the customer?\u201d \u201cWhat do they want?\u201d and \u201cHow can you give them what they want?\u201d<\/p>\n

Behavioral personas tell you what you know about an already well-defined target audience. Behavioral personas can give you insights into why the system is or isn\u2019t working for this particular group of people.<\/p>\n

Behavioral personas are cost-effective: as you already have the user data from user research.<\/p>\n

For example, a usual persona would be \u201cMark, Male age 35-45 years old, Father of two, married, college graduate, own a house, is interested in: sports, cars, racing, \u2026 etc.\u201d<\/p>\n

Whereas a behavioral persona would look something like \u201cMark, a game tester who spends 60% of his time at the office on our – \u2018your systems name here\u2019 – to debug the issues regarding game performance, he mostly uses \u201cfeatures a, b and c\u201d on the system \u2026 Mark has the influence to suggest new software\u2019s for his company.\u201d<\/p>\n

How do you make Behavioral Personas?<\/p>\n

<\/strong><\/p>\n

Use your data! Behavioral personas can be formed almost entirely by analyzing data that\u2019s probably already on your server (e.g., site search data, weblogs) and\/or the information provided by Google Analytics. This data can be used to identify patterns of customer behaviors.<\/p>\n

Enrich your data!<\/strong> Also, if possible, interview some of your current users. It helps to speak to some of your existing customers to understand what motivates them to uses your system and why they prefer your system compared to others. With interviews, you can gain some invaluable insights your weblog or Google Analytics might not give you. After all, behavioral or not, personas are human!<\/p>\n

Retention is critical – find what brings your current users back, and promoting other users to engage in this behavior will do wonders in converting a non-sticky user to sticky-user.<\/p>\n

Behavioral personas work best when you\u2019re working to figure out factors such as user retention of a well-defined user segment for an existing system. This insight can tell you how well the current system is working for your users and what improvements can be made to make the user experience better.<\/p>\n

Spenser Skates<\/strong><\/a> suggests a way of analyzing user retention by creating pivot tables with Google Analytics.<\/p>\n

Salminen, J., Jung, S.G., Chowdhury, S. \u015eeng\u00fcn, S., and Jansen, B. J.<\/p>\n

(2020)\u00a0Personas 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.<\/p>\n","protected":false},"excerpt":{"rendered":"

The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed. ——– Behavioral personas take the basic personas one step further. Personas are imaginary people representing the user, audience, or customers of a market segment based on real market research data. With personas, you get answers to questions such as: \u201cWho is […]<\/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":[16,2],"tags":[107],"class_list":["post-721","post","type-post","status-publish","format-standard","hentry","category-persona-creation","category-personas","tag-behavioral-personas"],"yoast_head":"\nBehavioral 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\/behavioral-personas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Behavioral Personas – The Persona Blog\" \/>\n<meta property=\"og:description\" content=\"The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed. ——– Behavioral personas take the basic personas one step further. 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