Persona generation from aggregated social media data

Soon Gyo Jung, Jisun An, Haewoon Kwak, Moeed Ahmad, Lene Nielsen, Bernard Jansen

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

28 Citations (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationCHI 2017 Extended Abstracts - Proceedings of the 2017 ACM SIGCHI Conference on Human Factors in Computing Systems
Subtitle of host publicationExplore, Innovate, Inspire
PublisherAssociation for Computing Machinery
Pages1748-1755
Number of pages8
VolumePart F127655
ISBN (Electronic)9781450346566
DOIs
Publication statusPublished - 6 May 2017
Event2017 ACM SIGCHI Conference on Human Factors in Computing Systems, CHI EA 2017 - Denver, United States
Duration: 6 May 201711 May 2017

Other

Other2017 ACM SIGCHI Conference on Human Factors in Computing Systems, CHI EA 2017
CountryUnited States
CityDenver
Period6/5/1711/5/17

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Keywords

  • Persona
  • User analytics
  • User experience research

ASJC Scopus subject areas

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

Cite this

Jung, S. G., An, J., Kwak, H., Ahmad, M., Nielsen, L., & Jansen, B. (2017). Persona generation from aggregated social media data. In CHI 2017 Extended Abstracts - Proceedings of the 2017 ACM SIGCHI Conference on Human Factors in Computing Systems: Explore, Innovate, Inspire (Vol. Part F127655, pp. 1748-1755). Association for Computing Machinery. https://doi.org/10.1145/3027063.3053120