{"id":28,"date":"2022-07-28T08:57:58","date_gmt":"2022-07-28T08:57:58","guid":{"rendered":"https:\/\/metric.qcri.org\/blog\/?p=28"},"modified":"2022-07-28T08:57:59","modified_gmt":"2022-07-28T08:57:59","slug":"confusion-and-information-triggered-by-photos-in-persona-profiles","status":"publish","type":"post","link":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/confusion-and-information-triggered-by-photos-in-persona-profiles\/","title":{"rendered":"Confusion and Information Triggered by Photos in Persona Profiles"},"content":{"rendered":"\n

We investigate whether additional photos beyond a single headshot makes a persona profile more informative without confusing the end user.<\/p>\n\n\n\n

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 different contexts, and a headshot with photos of different people with key persona attributes the gender and age.<\/p>\n\n\n\n

Findings show that contextual photos provide significantly more persona information to end users; however, showing photos of multiple people engenders confusion and lowers informativeness.<\/p>\n\n\n\n

Also, as anticipated, viewing additional photos requires more cognitive focus, which is measured by eye-tracking metrics; these metrics are correlated with levels of informativeness and confusion.<\/p>\n\n\n\n

Furthermore, various interpretations of the persona based on the choice of photos are biased by the end users\u2019 experiences and preconceptions.<\/p>\n\n\n\n

Concerning persona design, findings indicate that persona creators need to consider the intended persona use objectives when selecting photos and when producing persona profiles.<\/p>\n\n\n\n

Using contextual photos can improve informativeness, but this demands more cognitive focus from end users. Thus, adding contextual photos increases the perceived informativeness of the persona profile without being obfuscating, but multiple photos of different people do evoke confusion about the targeted persona.<\/p>\n\n\n\n

Salminen, J., Jung, S.G., An, J., Kwak, H., Nielsen, L., and\u00a0Jansen, B. J.\u00a0(2019)\u00a0Confusion and Information Triggered by Photos in Persona Profiles<\/a>.\u00a0International Journal of Human-Computer Studies.\u00a0129 (2019), 1-14.<\/p>\n","protected":false},"excerpt":{"rendered":"

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 different contexts, and a headshot … 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-28","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":28,"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 "user study"","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":28,"position":1},"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 "user study"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":26,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/does-a-smile-matter-if-the-person-is-not-real-the-effect-of-a-smile-and-stock-photos-on-persona-perceptions\/","url_meta":{"origin":28,"position":2},"title":"Does a Smile Matter if the Person Is Not Real?: The Effect of a Smile and Stock Photos on Persona Perceptions","date":"July 28, 2022","format":false,"excerpt":"We analyze the effect of using smiling\/non-smiling and stock photo\/non-stock photo pictures in persona profiles on four key persona perceptions, including credibility, likability, similarity, and willingness to use. For this, we collect data from an experiment with 2,400 participants using a 16-item survey instrument and multiple persona profile treatments of\u2026","rel":"","context":"In "user study"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":287,"url":"https:\/\/metric.qcri.org\/blog\/2024\/07\/05\/eye-tracking-beyond-conventional-uses\/","url_meta":{"origin":28,"position":3},"title":"Eye Tracking Beyond Conventional Uses","date":"July 5, 2024","format":false,"excerpt":"Eye tracking is a versatile technology with applications across various fields for its ability to provide detailed insights into visual attention and behavior. With more and more organizations gaining interest in this technology\u2019s abilities, there has been a rise in numerous offline and online eye-tracking tools such as METRIC. User\u2026","rel":"","context":"In "analytics"","img":{"alt_text":"eye-tracking technology for early screening and diagnosis of ASD","src":"https:\/\/i0.wp.com\/metric.qcri.org\/blog\/wp-content\/uploads\/2024\/07\/openart-image_notBvuei_1720099256913_raw.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":36,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/comparing-persona-analytics-and-social-media-analytics-for-a-user-centric-task-using-eye-tracking-and-think-aloud\/","url_meta":{"origin":28,"position":4},"title":"Comparing Persona Analytics and Social Media Analytics for a User-Centric Task Using Eye-Tracking and Think-Aloud","date":"July 28, 2022","format":false,"excerpt":"We compare a data-driven persona system and an analytics system for efficiency and effectiveness for a user identification task. Findings from the 34-participant experiment show that the data-driven persona system affords faster task completion, is easier for users to engage with, and provides better user identification accuracy. Eye-tracking data indicates\u2026","rel":"","context":"In "user study"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":188,"url":"https:\/\/metric.qcri.org\/blog\/2024\/06\/11\/spyware-deconstructing-3-myths-about-eye-tracking\/","url_meta":{"origin":28,"position":5},"title":"Spyware? Deconstructing 3 Myths About Eye Tracking","date":"June 11, 2024","format":false,"excerpt":"With the rise of the use of eye tracking in fields such as medical and psychological research, marketing research, and human-computer interaction studies, skepticism and conspiracy theories about the study method are unavoidable. So let's deconstruct some of these myths and theories. Heatmap from Survey2Persona Landing Page [Source: Metric] 1.\u2026","rel":"","context":"In "eye tracking"","img":{"alt_text":"Spyware? 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