Generating Cultural Personas From Social Data: A Perspective of Middle Eastern Users

We conduct a mixed-method study to better understand the content consumption patterns of Middle Eastern social media users and to explore new ways to present online data by using automatic persona generation. First, we analyze millions of content interactions on YouTube to dynamically generate personas describing behavioral patterns of different demographic groups. Second, we analyze … Read more

Who are your users?: comparing media professionals’ preconception of users to data-driven personas

One of the reasons for using personas is to align user understandings across project teams and sites. As part of a larger persona study, 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 … Read more

Fixation and Confusion – Investigating Eye-tracking Participants’ Exposure to Information in Personas

To more effectively convey relevant information to end users of persona profiles, we conducted a user study consisting of 29 participants engaging with three persona layout treatments. We were interested in confusion engendered by the treatments on the participants, and conducted a within-subjects study in the actual work environment, using eye-tracking and talk-aloud data collection. … Read more

Findings of a User Study of Automatically Generated Personas

We report findings and implications from a seminaturalistic 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 … Read more

Persona Perception Scale: Developing and Validating an Instrument for Human-Like Representations of Data

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, … Read more

Analyzing Advertising Labels: Testing Consumers’ Recognition of Paid Content Online

In 2014-2015, the U.S. Federal Trade Commission (FTC) commissioned a study to assess consumers’ ability to recognize ads and other paid content in online search results and news/article feeds. The co-authors designed the study, oversaw its execution, and analyzed the results, with support from FTC staff. The goals of the research were to assess the … Read more

Is More Better?: Impact of Multiple Photos on Perception of Persona Profiles

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 … Read more

Confusion Prediction from Eye-Tracking Data: Experiments with Machine Learning

Predicting user confusion can help improve information presentation on websites, mobile apps, and virtual reality interfaces. One promising information source for such prediction is eye-tracking data about gaze movements on the screen. Coupled with think-aloud records, we explore if user’s confusion is correlated with primarily fixation-level features. We find that random forest achieves an accuracy … Read more

The Effect of Smiling Pictures on Perceptions of Personas. User Modelling

We analyze the effect of a smile in personas pictures on persona perceptions, including credibility, likability, similarity, and willingness to use. We conduct an online experiment with 2,400 participants using a 16-item survey and multiple persona profile treatments of which half have a smiling photo and half do not. We find that persona profiles with … Read more

The Effect of Numerical and Textual Information on Visual Engagement and Perceptions of AI-Driven Persona Interfaces

In an experiment, we present 38 marketing and data analysts professionals with two online AI-driven persona interfaces, one using numbers and the other using text. We employ eye tracking, think-aloud, and a post-engagement survey for data collection to measure perception and visual engagement with the personas along 7 constructs. Results show that the use of … Read more