Findings of a user study of automatically generated personas

Joni Salminen, Soon Gyo Jung, Jisun An, Haewoon Kwak, Bernard J. Jansen

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

8 Scopus citations

Abstract

We report findings and implications from a semi-naturalistic user study of a system for Automatic Persona Generation (APG) using large-scale audience data of an organization’s social media channels conducted at the workplace of a major international corporation. Thirteen participants from a range of positions within the company engaged with the system in a use case scenario. We employed a variety of data collection methods, including mouse tracking and survey data, analyzing the data with a mixed method approach. Results show that having an interactive system may aid in keeping personas at the forefront while making customer-centric decisions and indicate that data-driven personas fulfill information needs of decision makers by mixing personas and numerical data. The findings have implications for the design of persona systems and the use of online analytics data to better understand users and customers.

Original languageEnglish (US)
Title of host publicationCHI 2018 - Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems
Subtitle of host publicationEngage with CHI
PublisherAssociation for Computing Machinery
ISBN (Electronic)9781450356206, 9781450356213
DOIs
StatePublished - Apr 20 2018
Event2018 CHI Conference on Human Factors in Computing Systems, CHI EA 2018 - Montreal, Canada
Duration: Apr 21 2018Apr 26 2018

Publication series

NameConference on Human Factors in Computing Systems - Proceedings
Volume2018-April

Other

Other2018 CHI Conference on Human Factors in Computing Systems, CHI EA 2018
CountryCanada
CityMontreal
Period4/21/184/26/18

All Science Journal Classification (ASJC) codes

  • Software
  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design

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    Salminen, J., Jung, S. G., An, J., Kwak, H., & Jansen, B. J. (2018). Findings of a user study of automatically generated personas. In CHI 2018 - Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems: Engage with CHI [LBW097] (Conference on Human Factors in Computing Systems - Proceedings; Vol. 2018-April). Association for Computing Machinery. https://doi.org/10.1145/3170427.3188470