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

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

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

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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
By Brisbane, QLD,
SeriesACM International Conference Proceeding Series

    Research areas

  • personas, automation, journalism, user experience


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