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Full-Text Articles in Databases and Information Systems
Confusion And Information Triggered By Photos In Persona Profiles, Joni Salminen, Soon-Gyo Jung, Jisun An, Haewoon Kwak, Lene Nielsen, Bernard J. Jansen
Confusion And Information Triggered By Photos In Persona Profiles, Joni Salminen, Soon-Gyo Jung, Jisun An, Haewoon Kwak, Lene Nielsen, Bernard J. Jansen
Research Collection School Of Computing and Information Systems
We investigate whether additional photos beyond a single headshot makes a persona profile more informative without confusing the end user. We conduct an eye-tracking experiment and qualitative interviews with digital content creators after varying the persona in photos via a single headshot, a headshot and photo of the persona in different contexts, and a headshot with photos of different people with key persona attributes the gender and age. Findings show that contextual photos provide significantly more persona information to end users; however, showing photos of multiple people engenders confusion and lowers informativeness. Also, as anticipated, viewing additional photos requires more …
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 …
Who Are Your Users? Comparing Media Professionals' Preconception Of Users To Data-Driven Personas, Lene Nielsen, Soon-Gyu Jung, Jisun An, Joni Salminen, Haewoon Kwak, Bernard J. Jansen
Who Are Your Users? Comparing Media Professionals' Preconception Of Users To Data-Driven Personas, Lene Nielsen, Soon-Gyu Jung, Jisun An, Joni Salminen, Haewoon Kwak, Bernard J. Jansen
Research Collection School Of Computing and Information Systems
One of the reasons for using personas is to align user understandings across project teams and sites. As part of a larger persona study, at Al Jazeera English (AJE), we conducted 16 qualitative interviews with media producers, the end users of persona descriptions. We asked the participants about their understanding of a typical AJE media consumer, and the variety of answers shows that the understandings are not aligned and are built on a mix of own experiences, own self, assumptions, and data given by the company. The answers are sometimes aligned with the data-driven personas and sometimes not. The end …