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Full-Text Articles in Physical Sciences and Mathematics
Customer Segmentation Using Online Platforms: Isolating Behavioral And Demographic Segments For Persona Creation Via Aggregated User Data, Jisun An, Haewoon Kwak, Soon‑Gyo Jung, Joni Salminen, Bernard J. Jansen
Customer Segmentation Using Online Platforms: Isolating Behavioral And Demographic Segments For Persona Creation Via Aggregated User Data, Jisun An, Haewoon Kwak, Soon‑Gyo Jung, Joni Salminen, Bernard J. Jansen
Research Collection School Of Computing and Information Systems
We propose a novel approach for isolating customer segments using online customer data for products that are distributed via online social media platforms. We use non-negative matrix factorization to first identify behavioral customer segments and then to identify demographic customer segments. We employ a methodology for linking the two segments to present integrated and holistic customer segments, also known as personas. Behavioral segments are generated from customer interactions with online content. Demographic segments are generated using the gender, age, and location of these customers. In addition to evaluating our approach, we demonstrate its practicality via a system leveraging these customer …
Automatically Conceptualizing Social Media Analytics Data Via Personas, Jung S.G., Salminen J., An J., Kwak H., Jansen B.J.
Automatically Conceptualizing Social Media Analytics Data Via Personas, Jung S.G., Salminen J., An J., Kwak H., Jansen B.J.
Research Collection School Of Computing and Information Systems
Social media analytics is insightful but can also be difficult to use within organizations. To address this, we present Automatic Persona Generation (APG), a system and methodology for quantitatively generating personas using large amounts of online social media data. The APG system is operational, deployed in a pilot version with several organizations in multiple industry verticals. APG uses a robust web and stable back-end database framework to process tens of millions of user interactions with thousands of online digital products on multiple social media platforms, including Facebook and YouTube. APG identifies both distinct and impactful audience segments for an organization …
'Is More Better?': Impact Of Multiple Photos On Perception Of Persona Profiles, Joni Salminen, Lene Nielsen, Soon-Gyo Jung, Jisun An, Haewoon Kwak, Bernard J. Jansen
'Is More Better?': Impact Of Multiple Photos On Perception Of Persona Profiles, Joni Salminen, Lene Nielsen, Soon-Gyo Jung, Jisun An, Haewoon Kwak, Bernard J. Jansen
Research Collection School Of Computing and Information Systems
In this research, we investigate if and how more photos than a single headshot can heighten the level of information provided by persona profiles. We conduct eye-tracking experiments and qualitative interviews with variations in the photos: a single headshot, a headshot and images of the persona in different contexts, and a headshot with pictures of different people representing key persona attributes. The results show that more contextual photos significantly improve the information end users derive from a persona profile; however, showing images of different people creates confusion and lowers the informativeness. Moreover, we discover that choice of pictures results in …
Persona Perception Scale: Developing And Validating An Instrument For Human-Like Representations Of Data, Salminen Joni, Haewoon Kwak, João Santos, Soon-Gyo Jung, Jisun An, Bernard J. Jansen
Persona Perception Scale: Developing And Validating An Instrument For Human-Like Representations Of Data, Salminen Joni, Haewoon Kwak, João Santos, Soon-Gyo Jung, Jisun An, Bernard J. Jansen
Research Collection School Of Computing and Information Systems
Personas are widely used in software development, system design, and HCI studies. Yet, their evaluation is difficult, and there are no recognized and validated measurement scales to date. To improve this condition, this research develops a persona perception scale based on reviewing relevant literature. We validate the scale through a pilot study with 19 participants, each evaluating three personas (57 evaluations in total). This is the first reported effort to systematically develop and validate an instrument for persona perception measurement. We find the constructs and items of the scale perform well, with factor loadings ranging between 0.60 and 0.95. Reliability, …
Automatic Persona Generation (Apg): A Rationale And Demonstration, Soon-Gyo Jung, Joni Salminen, Haewoon Kwak, Jisun An, Bernard J Jansen
Automatic Persona Generation (Apg): A Rationale And Demonstration, Soon-Gyo Jung, Joni Salminen, Haewoon Kwak, Jisun An, Bernard J Jansen
Research Collection School Of Computing and Information Systems
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 …