Who are your users? Comparing media professionals’ preconception of users to data-driven personas

Lene Nielsen, joni Salminen, Soon-Gyo Jung, Haewoon Kwak, Jisun An, Bernard J. Jansen

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


    One of the reasons for using personas is to align user understandings across project teams and sites. As part of a larger persona study, at Al Jazeera English (AJE), we conducted 16 qualitative interviews with media producers, the end users of persona descriptions. We asked the participants about their understanding of a typical AJE media consumer, and the variety of answers shows that the understandings are not aligned and are built on a mix of own experiences, own self, assumptions, and data given by the company. The answers are sometimes aligned with the data-driven personas and sometimes not. The end users are divided in two groups: news producers who have little interest in having data-based insights of news consumers and producers for social media platforms who have more interest in this information.
    Original languageEnglish
    Title of host publicationOZCHI '17 Proceedings of the 29th Australian Conference on Computer-Human Interaction
    Number of pages4
    PublisherAssociation for Computing Machinery
    Publication date4 Dec 2017
    ISBN (Electronic)978-1-4503-5379-3
    Publication statusPublished - 4 Dec 2017
    EventOZCHI17: Human-Nature - Brisbane, Brisbane, QLD, , Australia
    Duration: 28 Nov 20171 Dec 2017
    Conference number: 29


    Location Brisbane
    City Brisbane, QLD,
    Internet address
    SeriesACM International Conference Proceeding Series


    • personas
    • automation,
    • journalism
    • user experience


    Dive into the research topics of 'Who are your users? Comparing media professionals’ preconception of users to data-driven personas'. Together they form a unique fingerprint.

    Cite this