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A Survey of 15 Years of Data-Driven Persona Development

journal contribution
submitted on 2024-09-11, 09:32 and posted on 2024-09-15, 05:38 authored by Joni Salminen, Kathleen Guan, Soon-Gyo Jung, Bernard J. Jansen

Data-driven persona development unifies methodologies for creating robust personas from the behaviors and demographics of user segments. Data-driven personas have gained popularity in human-computer interaction due to digital trends such as personified big data, online analytics, and the evolution of data science algorithms. Even with its increasing popularity, there is a lack of a systematic understanding of the research on the topic. To address this gap, we review 77 data-driven persona research articles from 2005–2020. The results indicate three periods: (1) Quantification (2005–2008), which consists of the first experiments with data-driven methods, (2) Diversification (2009–2014), which involves more pluralistic use of data and algorithms, and (3) Digitalization (2015–present), marked by the abundance of online user data and the rapid development of data science algorithms and software. Despite consistent work on data-driven personas, there remain many research gaps concerning (a) shared resources, (b) evaluation methods, (c) standardization, (d) consideration for inclusivity, and (e) risk of losing in-depth user insights. We encourage organizations to realistically assess their data-driven persona development readiness to gain value from data-driven personas.

Other Information

Published in: International Journal of Human–Computer Interaction
License: http://creativecommons.org/licenses/by-nc-nd/4.0/
See article on publisher's website: https://dx.doi.org/10.1080/10447318.2021.1908670

Funding

Open Access funding provided by the Qatar National Library.

History

Language

  • English

Publisher

Taylor & Francis

Publication Year

  • 2021

License statement

This Item is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Institution affiliated with

  • Hamad Bin Khalifa University
  • Qatar Computing Research Institute - HBKU