Are Data-Driven Personas Considered Harmful?

Diversifying user understandings with more than algorithms

Authors

  • Joni O Salminen
  • Soon-gyo Jung
  • Bernard J. Jansen

DOI:

https://doi.org/10.21153/psj2021vol7no1art1236

Keywords:

Personas, Data-driven personas, Harm

Abstract

 In this work, we build on research on data-driven personas to present what might be “wrong with them”. From wrong assumptions by the client and wrong applications of methods to imbalanced, messy, or superficial data; a lack of communication regarding how these personas are created; and issues with usability, there are a plethora of issues that plague data-driven personas. We conclude by contemplating whether data-driven personas are even worthwhile and, if they are, then what are some of the immediate remedies required from the human-computer interaction community to make data-driven personas a viable tool for user understanding.

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Published

2021-12-17

How to Cite

Salminen, J. O., Jung, S.- gyo, & Jansen, B. J. (2021). Are Data-Driven Personas Considered Harmful? : Diversifying user understandings with more than algorithms. Persona Studies, 7(1), 48–63. https://doi.org/10.21153/psj2021vol7no1art1236

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