Persona Generation from Aggregated Social Media Data

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

    Research output: Conference Article in Proceeding or Book/Report chapterArticle in proceedingsResearchpeer-review

    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 publicationProceedings of the 2017 CHI Conference Extended Abstracts on Human Factors in Computing Systems
    Number of pages8
    Place of PublicationDenver, Colorado
    PublisherAssociation for Computing Machinery
    Publication dateMay 2017
    Pages1748-1755
    ISBN (Electronic)978-1-4503-4656-6
    DOIs
    Publication statusPublished - May 2017
    EventACM CHI2017: Explore, innovate, inspire - Colorado Convention Center, Denver, Colorado, United States
    Duration: 6 May 201711 May 2017
    https://chi2017.acm.org/

    Conference

    ConferenceACM CHI2017
    LocationColorado Convention Center
    Country/TerritoryUnited States
    CityDenver, Colorado
    Period06/05/201711/05/2017
    Internet address

    Keywords

    • Personas
    • User Analytics
    • User Experience Research

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