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 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 users are divided in two groups: news producers who have little interest in having data-based insights of news consumers and producers for social media platforms who have more interest in this information.
Nielsen, L., Jung, S.G., An, J., Salminen, J., Kwak, H., and Jansen, B. J., (2017) Who are your users?: comparing media professionals’ preconception of users to data-driven personas. In Proceedings of the 29th Australian Conference on Computer-Human Interaction (OZCHI ’17), Brisbane, Australia, p. 602-606. 28 Nov.-1 Dec.,