Automatic Persona Generation (APG): A rationale and demonstration

Soon gyo Jung, Joni Salminen, Haewoon Kwak, Jisun An, Bernard James Jansen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

15 Scopus citations


We present Automatic Persona Generation (APG), a methodology and system for quantitative persona generation using large amounts of online social media data. The system is operational, beta deployed with several client organizations in multiple industry verticals and ranging from small-to-medium sized enterprises to large multi-national corporations. Using a robust web framework and stable back-end database, APG is currently processing tens of millions of user interactions with thousands of online digital products on multiple social media platforms, such as Facebook and YouTube. APG identifies both distinct and impactful user segments and then creates persona descriptions by automatically adding pertinent features, such as names, photos, and personal attributes. We present the overall methodological approach, architecture development, and main system features. APG has a potential value for organizations distributing content via online platforms and is unique in its approach to persona generation. APG can be found online at

Original languageEnglish (US)
Title of host publicationCHIIR 2018 - Proceedings of the 2018 Conference on Human Information Interaction and Retrieval
PublisherAssociation for Computing Machinery, Inc
Number of pages4
ISBN (Electronic)9781450349253
StatePublished - Feb 1 2018
Event3rd ACM SIGIR Conference on Human Information Interaction and Retrieval, CHIIR 2018 - New Brunswick, United States
Duration: Mar 11 2018Mar 15 2018


Other3rd ACM SIGIR Conference on Human Information Interaction and Retrieval, CHIIR 2018
Country/TerritoryUnited States
CityNew Brunswick

All Science Journal Classification (ASJC) codes

  • Human-Computer Interaction
  • Information Systems


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