Publication Type

Conference Proceeding Article

Version

publishedVersion

Publication Date

4-2018

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.

Keywords

data-driven personas, persona analytics, user experience

Discipline

Artificial Intelligence and Robotics | Digital Communications and Networking

Research Areas

Data Science and Engineering; Intelligent Systems and Optimization

Publication

Proceedings of Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems

ISBN

9781450356213

Identifier

10.1145/3170427.3188470

Publisher

Association for Computing Machinery

City or Country

Montreal QC, Canada

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