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The Data-Driven Persona Revolution

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Data-Driven Personas

Part of the book series: Synthesis Lectures on Human-Centered Informatics ((SLHCI))

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Abstract

In this chapter, we briefly introduce personas and, more specifically, data-driven personas. We compare data-driven personas with the concept of analytics. Then, we present a short history of data-driven personas. This concise history is followed by a brief discussion of user segmentation, which is the conceptual foundation of personas. We end the chapter with an overview of Automatic Persona Generation (APG), a data-driven persona system used throughout this book to illustrate key ideas.

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Authors and Affiliations

  1. Qatar Computing Research Institute, Hamad Bin Khalifa University, Doha, Qatar

    Bernard J. Jansen, Joni Salminen & Soon-gyo Jung

  2. Turku School of Economics at the University of Turku, Turku, Finland

    Joni Salminen

  3. University College London, London, United Kingdom

    Kathleen Guan

Authors
  1. Bernard J. Jansen
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  2. Joni Salminen
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  3. Soon-gyo Jung
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  4. Kathleen Guan
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Jansen, B.J., Salminen, J., Jung, Sg., Guan, K. (2021). The Data-Driven Persona Revolution. In: Data-Driven Personas. Synthesis Lectures on Human-Centered Informatics. Springer, Cham. https://doi.org/10.1007/978-3-031-02231-9_1

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