Who are your users? comparing media professionals' preconception of users to data-driven personas

Lene Nielsen, Joni Salminen, Soon Gyo Jung, Haewoon Kwak, Jisun An, Bernard J. Jansen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

15 Scopus citations


1One of the reasons for using personas is to align user understandings across project teams and sites. As part of a larger persona study, at Al Jazeera English (AJE), we conducted 16 qualitative interviews with media producers, the end users of persona descriptions. We asked the participants about their understanding of a typical AJE media consumer, and the variety of answers shows that the understandings are not aligned and are built on a mix of own experiences, own self, assumptions, and data given by the company. The answers are sometimes aligned with the datadriven personas and sometimes not. The end users are divided in two groups: news producers who have little interest in having data-based insights of news consumers and producers for social media platforms who have more interest in this information.

Original languageEnglish (US)
Title of host publicationProceedings of the 29th Australian Computer-Human Interaction Conference
Subtitle of host publicationHuman-Nature, OzCHI 2017
EditorsMargot Brereton, Dhaval Vyas, Alessandro Soro, Bernd Ploderer, Jenny Waycott, Ann Morrison
PublisherAssociation for Computing Machinery
Number of pages5
ISBN (Electronic)9781450353793
StatePublished - Nov 28 2017
Event29th Australian Computer-Human Interaction Conference, OzCHI 2017 - Brisbane, Australia
Duration: Nov 28 2017Dec 1 2017

Publication series

NameACM International Conference Proceeding Series


Other29th Australian Computer-Human Interaction Conference, OzCHI 2017

All Science Journal Classification (ASJC) codes

  • Software
  • Human-Computer Interaction
  • Computer Vision and Pattern Recognition
  • Computer Networks and Communications


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