Physical Sciences and Mathematics Commons^™

Findings Of A User Study Of Automatically Generated Personas, Joni Salminen, Haewoon Kwak, Jisun An, Soon-Gyo Jung, Bernard J. Jansen

Research Collection School Of Computing and Information Systems

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 …