The ethics of data-driven personas

Joni Salminen; Willemien Froneman; Soon Gyo Jung; Shammur Chowdhury; Bernard J. Jansen

doi:10.1145/3334480.3382790

The ethics of data-driven personas

Joni Salminen, Willemien Froneman, Soon Gyo Jung, Shammur Chowdhury, Bernard J. Jansen

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

9 Scopus citations

Abstract

Quantitative methods are becoming more common for persona creation, but it is not clear to which extent online data and opaque machine learning algorithms introduce bias at various steps of data-driven persona creation (DDPC) and if these methods violate user rights. In this conceptual analysis, we use Gillespie's framework of algorithmic ethics to analyze DDPC for ethical considerations. We propose five design questions for evaluating the ethics of DDPC. DDPC should demonstrate the diversity of the user base but represent the actual data, be accompanied by explanations of their creation, and mitigate the possibility of unfair decisions.

Original language	English (US)
Title of host publication	CHI EA 2020 - Extended Abstracts of the 2020 CHI Conference on Human Factors in Computing Systems
Publisher	Association for Computing Machinery
ISBN (Electronic)	9781450368193
DOIs	https://doi.org/10.1145/3334480.3382790
State	Published - Apr 25 2020
Event	2020 ACM CHI Conference on Human Factors in Computing Systems, CHI EA 2020 - Honolulu, United States Duration: Apr 25 2020 → Apr 30 2020

Publication series

Name	Conference on Human Factors in Computing Systems - Proceedings

Conference

Conference	2020 ACM CHI Conference on Human Factors in Computing Systems, CHI EA 2020
Country/Territory	United States
City	Honolulu
Period	4/25/20 → 4/30/20

All Science Journal Classification (ASJC) codes

Software
Human-Computer Interaction
Computer Graphics and Computer-Aided Design

Access to Document

10.1145/3334480.3382790

Cite this

Salminen, J., Froneman, W., Jung, S. G., Chowdhury, S., & Jansen, B. J. (2020). The ethics of data-driven personas. In CHI EA 2020 - Extended Abstracts of the 2020 CHI Conference on Human Factors in Computing Systems Article 3382790 (Conference on Human Factors in Computing Systems - Proceedings). Association for Computing Machinery. https://doi.org/10.1145/3334480.3382790

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title = "The ethics of data-driven personas",

abstract = "Quantitative methods are becoming more common for persona creation, but it is not clear to which extent online data and opaque machine learning algorithms introduce bias at various steps of data-driven persona creation (DDPC) and if these methods violate user rights. In this conceptual analysis, we use Gillespie's framework of algorithmic ethics to analyze DDPC for ethical considerations. We propose five design questions for evaluating the ethics of DDPC. DDPC should demonstrate the diversity of the user base but represent the actual data, be accompanied by explanations of their creation, and mitigate the possibility of unfair decisions.",

author = "Joni Salminen and Willemien Froneman and Jung, {Soon Gyo} and Shammur Chowdhury and Jansen, {Bernard J.}",

note = "Publisher Copyright: {\textcopyright} 2020 Owner/Author.; 2020 ACM CHI Conference on Human Factors in Computing Systems, CHI EA 2020 ; Conference date: 25-04-2020 Through 30-04-2020",

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day = "25",

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Salminen, J, Froneman, W, Jung, SG, Chowdhury, S & Jansen, BJ 2020, The ethics of data-driven personas. in CHI EA 2020 - Extended Abstracts of the 2020 CHI Conference on Human Factors in Computing Systems., 3382790, Conference on Human Factors in Computing Systems - Proceedings, Association for Computing Machinery, 2020 ACM CHI Conference on Human Factors in Computing Systems, CHI EA 2020, Honolulu, United States, 4/25/20. https://doi.org/10.1145/3334480.3382790

The ethics of data-driven personas. / Salminen, Joni; Froneman, Willemien; Jung, Soon Gyo et al.
CHI EA 2020 - Extended Abstracts of the 2020 CHI Conference on Human Factors in Computing Systems. Association for Computing Machinery, 2020. 3382790 (Conference on Human Factors in Computing Systems - Proceedings).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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T1 - The ethics of data-driven personas

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AU - Froneman, Willemien

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AU - Chowdhury, Shammur

AU - Jansen, Bernard J.

PY - 2020/4/25

Y1 - 2020/4/25

N2 - Quantitative methods are becoming more common for persona creation, but it is not clear to which extent online data and opaque machine learning algorithms introduce bias at various steps of data-driven persona creation (DDPC) and if these methods violate user rights. In this conceptual analysis, we use Gillespie's framework of algorithmic ethics to analyze DDPC for ethical considerations. We propose five design questions for evaluating the ethics of DDPC. DDPC should demonstrate the diversity of the user base but represent the actual data, be accompanied by explanations of their creation, and mitigate the possibility of unfair decisions.

AB - Quantitative methods are becoming more common for persona creation, but it is not clear to which extent online data and opaque machine learning algorithms introduce bias at various steps of data-driven persona creation (DDPC) and if these methods violate user rights. In this conceptual analysis, we use Gillespie's framework of algorithmic ethics to analyze DDPC for ethical considerations. We propose five design questions for evaluating the ethics of DDPC. DDPC should demonstrate the diversity of the user base but represent the actual data, be accompanied by explanations of their creation, and mitigate the possibility of unfair decisions.

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M3 - Conference contribution

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T3 - Conference on Human Factors in Computing Systems - Proceedings

BT - CHI EA 2020 - Extended Abstracts of the 2020 CHI Conference on Human Factors in Computing Systems

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ER -

The ethics of data-driven personas

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