METRIC blog

Computational techniques are becoming more common in persona development. However, users of personas may question the information in persona profiles because they are unsure of how it was created. This problem is especially vexing for data-driven personas because their creation is an opaque algorithmic process. In this research, we analyze the effect of increased transparency … Read more

Although used in many domains, the evaluation of personas is difficult due to the lack of validated measurement instruments. To tackle this challenge, we propose the Persona Perception Scale (PPS), a survey instrument for evaluating how individuals perceive personas. We develop the scale by reviewing relevant literature from social psychology, persona studies, and Human-Computer Interaction … Read more

This research explores the value of personas for supporting professional advertisers to design adverts for social media. We test if a personified user group (PUG), when provided to online ad designers, results in better ad performance than when using a non-personified user group (NUG) that had no face picture or name. Our experiment has 30 … Read more

False preconceptions about users can result in poor design, product development, and marketing decisions, so rectifying these preconceptions is essential for organizations. This research quantitatively evaluates the ability of data-driven personas to alter decision makers’ preconceptions about their online social media users. We conduct a within-participant experiment of 31 professionals carrying out a workplace task … Read more

When algorithms create personas from social media data, the personas can become noxious via automatically including toxic comments. To investigate how users perceive such personas, we conducted a 2 × 2 user experiment with 496 participants that showed participants toxic and non-toxic versions of data-driven personas. We found that participants gave higher credibility, likability, empathy, … Read more

Formulating short form advertising messages with little ad content that work and choosing high-performing channels to disseminate them are persistent challenges in multichannel marketing. Drawing on the persuasive systems design model, we conducted an experiment with 33,848 actual customers of an international telecom company. In a real-life setting, we compared the effectiveness of three persuasion … Read more

We conduct two studies to evaluate the suitability of artificially generated facial pictures for use in a customer-facing system using data-driven personas. STUDY 1 investigates the quality of a sample of 1,000 artificially generated facial pictures. Obtaining 6,812 crowd judgments, we find that 90% of the images are rated medium quality or better. STUDY 2 … Read more