{"id":48,"date":"2022-07-28T09:17:55","date_gmt":"2022-07-28T09:17:55","guid":{"rendered":"https:\/\/metric.qcri.org\/blog\/?p=48"},"modified":"2022-07-28T09:17:56","modified_gmt":"2022-07-28T09:17:56","slug":"the-effect-of-numerical-and-textual-information-on-visual-engagement-and-perceptions-of-ai-driven-persona-interfaces","status":"publish","type":"post","link":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/the-effect-of-numerical-and-textual-information-on-visual-engagement-and-perceptions-of-ai-driven-persona-interfaces\/","title":{"rendered":"The Effect of Numerical and Textual Information on Visual Engagement and Perceptions of AI-Driven Persona Interfaces"},"content":{"rendered":"\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Results show that the use of numbers has a mixed effect on the perceptions and visual engagement of the persona profile, with job role as a determining factor on whether numbers\/text affect end users for 2 of the constructs.<\/p>\n\n\n\n<p>The use of numbers has a significant positive effect on user perceptions of usefulness by analysts but a significantly negative effect on user perceptions of completeness for both marketers and analysts.<\/p>\n\n\n\n<p>The use of numbers decreases the perceived completeness of the personas for both marketer and analysts.<\/p>\n\n\n\n<p>This research has both theoretical and practical consequences for AI-driven persona development and their interface design, suggesting that the inclusion of numbers can have a desirable effect for certain roles but with possible negative effects on user perceptions.<\/p>\n\n\n\n<p>Salminen, J., Liu, Y.H., \u015eeng\u00fcn, S., Santos, J., Jung, S.G., and\u00a0Jansen, B. J.\u00a0(2020)\u00a0<a rel=\"noreferrer noopener\" href=\"http:\/\/www.bernardjjansen.com\/uploads\/2\/4\/1\/8\/24188166\/3377325.3377492.pdf\" target=\"_blank\">The Effect of Numerical and Textual Information on Visual Engagement and Perceptions of AI-Driven Persona Interfaces<\/a>. ACM Conference on Intelligent User Interfaces (IUI 2020), Cagliari, Italy. 17-20 March, 357\u2013368.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 &#8230; <a title=\"The Effect of Numerical and Textual Information on Visual Engagement and Perceptions of AI-Driven Persona Interfaces\" class=\"read-more\" href=\"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/the-effect-of-numerical-and-textual-information-on-visual-engagement-and-perceptions-of-ai-driven-persona-interfaces\/\" aria-label=\"More on The Effect of Numerical and Textual Information on Visual Engagement and Perceptions of AI-Driven Persona Interfaces\">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-48","post","type-post","status-publish","format-standard","hentry","category-user-study"],"jetpack_featured_media_url":"","jetpack-related-posts":[{"id":264,"url":"https:\/\/metric.qcri.org\/blog\/2024\/06\/27\/picturing-the-fictitious-person-user-perceptions-of-ai-generated-personas\/","url_meta":{"origin":48,"position":0},"title":"Picturing the Fictitious Person:  User Perceptions of AI-generated Personas","date":"June 27, 2024","format":false,"excerpt":"Artificial intelligence has increasingly been leveraged to create personas in recent years, with tools like DALL-E and Midjourney generating detailed textual and visual representations. However, a recent study, Picturing the Fictitious Person: An Exploratory Study on the Effect of Images on User Perceptions of AI-generated Personas, has provided intriguing insights\u2026","rel":"","context":"In \"user experience\"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/metric.qcri.org\/blog\/wp-content\/uploads\/2024\/06\/openart-image_gEhS-NrC_1719486122347_raw-e1719487751729.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":22,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/persona-perception-scale-development-and-exploratory-validation-of-an-instrument-for-evaluating-individuals-perceptions-of-personas\/","url_meta":{"origin":48,"position":1},"title":"Persona Perception Scale: Development and Exploratory Validation of an Instrument for Evaluating Individuals&#8217; Perceptions of Personas","date":"July 28, 2022","format":false,"excerpt":"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,\u2026","rel":"","context":"In &quot;user study&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":24,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/persona-transparency-analyzing-the-impact-of-explanations-on-perceptions-of-data-driven-personas\/","url_meta":{"origin":48,"position":2},"title":"Persona Transparency: Analyzing the Impact of Explanations on Perceptions of Data-Driven Personas","date":"July 28, 2022","format":false,"excerpt":"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\u2026","rel":"","context":"In &quot;user study&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/hello-world\/","url_meta":{"origin":48,"position":3},"title":"Can Unhappy Pictures Enhance the Effect of Personas? A User Experiment","date":"July 28, 2022","format":false,"excerpt":"There has been little research into whether a persona\u2019s picture should portray a happy or unhappy individual. We report a user experiment with 235 participants, testing the effects of happy and unhappy image styles on user perceptions, engagement, and personality traits attributed to personas using a mixed-methods analysis. Results indicate\u2026","rel":"","context":"In &quot;user study&quot;","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":48,"position":4},"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 &quot;user study&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":44,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/the-effect-of-experience-on-persona-perceptions\/","url_meta":{"origin":48,"position":5},"title":"The Effect of Experience on Persona Perceptions","date":"July 28, 2022","format":false,"excerpt":"User perceptions of personas affect the adoption of personas for decision-making in real organizations. To investigate how experience affects the way an individual perceives a persona, we conduct an experimental study with individuals less and more experienced with personas. Quantitative results show that previous experience increases several important perceptions, including\u2026","rel":"","context":"In &quot;user study&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/48","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=48"}],"version-history":[{"count":1,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/48\/revisions"}],"predecessor-version":[{"id":49,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/48\/revisions\/49"}],"wp:attachment":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/media?parent=48"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/categories?post=48"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/tags?post=48"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}