TY - GEN
T1 - Personas changing over time
T2 - 2019 CHI Conference on Human Factors in Computing Systems, CHI EA 2019
AU - Jung, Soon Gyo
AU - Jansen, Bernard J.
AU - Salminen, Joni
N1 - Publisher Copyright:
© 2019 Copyright held by the owner/author(s).
PY - 2019/5/2
Y1 - 2019/5/2
N2 - One of the critiques of personas is that the underlying data that they are based on may stale, requiring further rounds of data collection. However, we could find no empirical evidence for this criticism. In this research, we collect monthly demographic data over a two-year period for a large online content publisher and generate fifteen personas each month following an identical algorithmic approach. We then compare the sets of personas month-over-month, year-over-year, and over the whole two-year period. Findings show that there is an average 18.7% change in personas monthly, a 23.3% change yearly, and a 47% change over the entire period. Findings support the critique that personas do change over time and also highlight that changes in the underlying data can occur within a relatively short period. The implication is that organizations using personas should employ ongoing data collection to detect possible persona changes.
AB - One of the critiques of personas is that the underlying data that they are based on may stale, requiring further rounds of data collection. However, we could find no empirical evidence for this criticism. In this research, we collect monthly demographic data over a two-year period for a large online content publisher and generate fifteen personas each month following an identical algorithmic approach. We then compare the sets of personas month-over-month, year-over-year, and over the whole two-year period. Findings show that there is an average 18.7% change in personas monthly, a 23.3% change yearly, and a 47% change over the entire period. Findings support the critique that personas do change over time and also highlight that changes in the underlying data can occur within a relatively short period. The implication is that organizations using personas should employ ongoing data collection to detect possible persona changes.
UR - http://www.scopus.com/inward/record.url?scp=85067297842&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85067297842&partnerID=8YFLogxK
U2 - 10.1145/3290607.3312955
DO - 10.1145/3290607.3312955
M3 - Conference contribution
AN - SCOPUS:85067297842
T3 - Conference on Human Factors in Computing Systems - Proceedings
BT - CHI EA 2019 - Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems
PB - Association for Computing Machinery
Y2 - 4 May 2019 through 9 May 2019
ER -