Data-Assisted Persona Construction Using Social Media Data

TitleData-Assisted Persona Construction Using Social Media Data
Publication TypeJournal Article
Year of Publication2020
AuthorsSpiliotopoulos D, Margaris D, Vassilakis C
JournalBig Data and Cognitive Computing
Date Publishedaug
KeywordsCultural Events, Persona, personalization, Topic Modelling, Usability, User Experience, User Interface Design

User experience design and subsequent usability evaluation can benefit from knowledge about user interaction, types, deployment settings and situations. Most of the time, the user type and generic requirements are given or can be obtained and used to model interaction during the design phase. The deployment settings and situations can be collected through the needfinding phase, either via user feedback or via the automatic analysis of existing data. Personas may be defined using the aforementioned information through user research analysis or data analysis. This work utilizes an approach to activate an accurate persona definition early in the design cycle, using topic detection to semantically enrich the data that are used to derive the persona details. This work uses Twitter data from a music event to extract information that can be used to assist persona creation. A user study in persona construction compares the topic modelling metadata to a traditional user collected data analysis for persona construction. The results show that the topic information-driven constructed personas are perceived as having better clarity, completeness and credibility. Additionally, the human users feel more attracted and similar to such personas. This work may be used to model personas and recommend suitable ones to designers of other products, such as advertisers, game designers and moviegoers.

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