TY - GEN
T1 - Persona generation from aggregated social media data
AU - Jung, Soon Gyo
AU - An, Jisun
AU - Kwak, Haewoon
AU - Ahmad, Moeed
AU - Nielsen, Lene
AU - Jansen, Bernard J.
N1 - Publisher Copyright:
Copyright © 2017 by the Association for Computing Machinery, Inc. (ACM).
PY - 2017/5/6
Y1 - 2017/5/6
N2 - We develop a methodology for persona generation using real time social media data for the distribution of products via online platforms. From a large social media account containing more than 30 million interactions from users from 181 countries engaging with more than 4,200 digital products produced by a global media corporation, we demonstrate that our methodology can first identify both distinct and impactful user segments and then create persona descriptions by automatically adding pertinent features, such as names, photos, and personal attributes. We validate our approach by implementing the methodology into an actual working system that leverages large scale online user data for generation of persona descriptions. We present the overall methodological approach, data analysis process, and system development. Findings show this method can develop believable personas representing real groups of people using real-time online user data. Results have implications for those distributing products via online platforms.
AB - We develop a methodology for persona generation using real time social media data for the distribution of products via online platforms. From a large social media account containing more than 30 million interactions from users from 181 countries engaging with more than 4,200 digital products produced by a global media corporation, we demonstrate that our methodology can first identify both distinct and impactful user segments and then create persona descriptions by automatically adding pertinent features, such as names, photos, and personal attributes. We validate our approach by implementing the methodology into an actual working system that leverages large scale online user data for generation of persona descriptions. We present the overall methodological approach, data analysis process, and system development. Findings show this method can develop believable personas representing real groups of people using real-time online user data. Results have implications for those distributing products via online platforms.
UR - https://www.scopus.com/pages/publications/85019559311
UR - https://www.scopus.com/pages/publications/85019559311#tab=citedBy
U2 - 10.1145/3027063.3053120
DO - 10.1145/3027063.3053120
M3 - Conference contribution
AN - SCOPUS:85019559311
T3 - Conference on Human Factors in Computing Systems - Proceedings
SP - 1748
EP - 1755
BT - CHI 2017 Extended Abstracts - Proceedings of the 2017 ACM SIGCHI Conference on Human Factors in Computing Systems
PB - Association for Computing Machinery
T2 - 2017 ACM SIGCHI Conference on Human Factors in Computing Systems, CHI EA 2017
Y2 - 6 May 2017 through 11 May 2017
ER -