{"id":18,"date":"2022-07-28T08:41:16","date_gmt":"2022-07-28T08:41:16","guid":{"rendered":"https:\/\/metric.qcri.org\/blog\/?p=18"},"modified":"2022-07-28T08:41:18","modified_gmt":"2022-07-28T08:41:18","slug":"the-ability-of-personas-an-empirical-evaluation-of-altering-incorrect-preconceptions-about-users","status":"publish","type":"post","link":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/the-ability-of-personas-an-empirical-evaluation-of-altering-incorrect-preconceptions-about-users\/","title":{"rendered":"The Ability of Personas: An Empirical Evaluation of Altering Incorrect Preconceptions About Users"},"content":{"rendered":"\n<p>False preconceptions about users can result in poor design, product development, and marketing decisions, so rectifying these preconceptions is essential for organizations. <\/p>\n\n\n\n<p>This research quantitatively evaluates the ability of data-driven personas to alter decision makers\u2019 preconceptions about their online social media users. <\/p>\n\n\n\n<p>We conduct a within-participant experiment of 31 professionals carrying out a workplace task scenario. The participants\u2019 conceptions of user attributes are recorded both before and after interacting with personas created from real user analytics data. <\/p>\n\n\n\n<p>Using statistical analysis to compare the responses, we find that personas had a significant effect on changing preconceptions about the audience segments. <\/p>\n\n\n\n<p>After interacting with personas, 81% of the participants changed their preconceptions of the audience, and 94% of the participants maintained or increased the accuracy of their perceptions of the audience after engaging with the personas. <\/p>\n\n\n\n<p>Moreover, the confidence of the participants in their responses increased. However, two participants did not change their preconceptions even when faced with contradictory factual information, which highlights the need for accompanying initiatives to align user preconceptions with user data fully.<\/p>\n\n\n\n<p>Salminen, J., Jung, S.G., Chowdhury, S., Ramirez Robillos, D., and\u00a0Jansen, B. J.\u00a0(2021)\u00a0<a rel=\"noreferrer noopener\" href=\"http:\/\/www.bernardjjansen.com\/uploads\/2\/4\/1\/8\/24188166\/personas_alter_incorrect_perceptions.pdf\" target=\"_blank\">The Ability of Personas: An Empirical Evaluation of Altering Incorrect Preconceptions About Users<\/a>,\u00a0International Journal of Human-Computer Studies, 152, Article\u00a0102645.\u00a0<br><a href=\"https:\/\/doi.org\/10.1016\/j.ijhcs.2021.102645\">https:\/\/doi.org\/10.1016\/j.ijhcs.2021.102645<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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\u2019 preconceptions about their online social media users. We conduct a within-participant experiment of 31 professionals carrying out a workplace task &#8230; <a title=\"The Ability of Personas: An Empirical Evaluation of Altering Incorrect Preconceptions About Users\" class=\"read-more\" href=\"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/the-ability-of-personas-an-empirical-evaluation-of-altering-incorrect-preconceptions-about-users\/\" aria-label=\"More on The Ability of Personas: An Empirical Evaluation of Altering Incorrect Preconceptions About Users\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-18","post","type-post","status-publish","format-standard","hentry","category-user-study"],"jetpack_featured_media_url":"","jetpack-related-posts":[{"id":54,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/is-more-better-impact-of-multiple-photos-on-perception-of-persona-profiles\/","url_meta":{"origin":18,"position":0},"title":"Is More Better?: Impact of Multiple Photos on Perception of Persona Profiles","date":"July 28, 2022","format":false,"excerpt":"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\u2026","rel":"","context":"In &quot;user study&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":28,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/confusion-and-information-triggered-by-photos-in-persona-profiles\/","url_meta":{"origin":18,"position":1},"title":"Confusion and Information Triggered by Photos in Persona Profiles","date":"July 28, 2022","format":false,"excerpt":"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\u2026","rel":"","context":"In &quot;user study&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":64,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/who-are-your-users-comparing-media-professionals-preconception-of-users-to-data-driven-personas\/","url_meta":{"origin":18,"position":2},"title":"Who are your users?: comparing media professionals&#8217; preconception of users to data-driven personas","date":"July 28, 2022","format":false,"excerpt":"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\u2026","rel":"","context":"In &quot;user study&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":66,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/generating-cultural-personas-from-social-data-a-perspective-of-middle-eastern-users\/","url_meta":{"origin":18,"position":3},"title":"Generating Cultural Personas From Social Data: A Perspective of Middle Eastern Users","date":"July 28, 2022","format":false,"excerpt":"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\u2026","rel":"","context":"In &quot;user study&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":62,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/fixation-and-confusion-investigating-eye-tracking-participants-exposure-to-information-in-personas\/","url_meta":{"origin":18,"position":4},"title":"Fixation and Confusion \u2013 Investigating Eye-tracking Participants\u2019 Exposure to Information in Personas","date":"July 28, 2022","format":false,"excerpt":"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\u2026","rel":"","context":"In &quot;user study&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":123,"url":"https:\/\/metric.qcri.org\/blog\/2023\/07\/23\/using-eye-tracking-in-user-studies-unveiling-visual-attention-patterns\/","url_meta":{"origin":18,"position":5},"title":"Using Eye-Tracking in User Studies: Unveiling Visual Attention Patterns","date":"July 23, 2023","format":false,"excerpt":"Eye tracking is critical in user studies because it provides valuable insights into users\u2019 visual attention and behavior. It allows researchers to see where the users focus their attention while interacting with their digital interfaces, products, or content. The following are reasons why eye tracking is important in user studies:\u2026","rel":"","context":"Similar post","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/metric.qcri.org\/blog\/wp-content\/uploads\/2023\/07\/image.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/18","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/comments?post=18"}],"version-history":[{"count":1,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/18\/revisions"}],"predecessor-version":[{"id":19,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/18\/revisions\/19"}],"wp:attachment":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/media?parent=18"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/categories?post=18"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/tags?post=18"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}