Short videos have become one of the dominant formats of social media content. Such short videos are often boosted by advertising to increase their reach and visibility. In research led by Joni Salminen, we investigate user churn (i.e., drop or loss of consumers during the video viewing) of short video ads on TikTok. Data from…… Continue reading Engagement Patterns in TikTok: An Analysis of Short Video Ads
Author: Jim Jansen
Using ChatGPT in Content Marketing: Enhancing Users’ Social Media Engagement in Cross-Platform Content Creation through Generative AI
As the integration of artificial intelligence into social media continues to attract attention, the key impacts on content marketing are still undefined. Initial studies have shown that language models are capable of producing content that is competitive with content created by humans. However, how can such content be tailored for different social media platforms as…… Continue reading Using ChatGPT in Content Marketing: Enhancing Users’ Social Media Engagement in Cross-Platform Content Creation through Generative AI
Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics
Data-driven personas are transforming the way organizations understand their users by combining traditional persona insights with the power of digital analytics. This approach introduces a new layer of precision, enabling businesses to develop a deeper understanding of their audiences in real-time, fostering empathy alongside data-driven decision-making. Traditional personas, which have been utilized in fields such…… Continue reading Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics
The Choice of a Persona: An Inductive Analysis of Why Stakeholders Choose a Given Persona for a Design Task
Although personas have been applied for two decades, little is known about why a designer chooses a specific persona for a given design task. This question matters because if designers prefer one persona over another, then the needs and attributes of that persona would be favored in the design process, resulting in possible “blind spots”…… Continue reading The Choice of a Persona: An Inductive Analysis of Why Stakeholders Choose a Given Persona for a Design Task
How Could Natural Language Processing Help Address Grand Challenges of Quantitative User Personas
Human-computer interaction (HCI) and natural language processing (NLP) can collaborate. This article summarizes previous literature to identify grand challenges for applying NLP in quantitative user personas (QUPs), which exemplifies such collaboration. Grand challenges provide a collaborative starting point for researchers working at the intersection of NLP and QUPs, towards improved user experiences. NLP research…… Continue reading How Could Natural Language Processing Help Address Grand Challenges of Quantitative User Personas
“There’s Something About Noura”: Exploring Think-Aloud Reasonings for Users’ Persona Choice in a Design Task
Stakeholders like designers use personas to learn about users. After persona development, stakeholders are usually presented with a persona set. However, there is little research on how stakeholders select a persona from a persona set. A think-aloud analysis with 37 stakeholders asked to select a persona for a content design task reveals that persona selection…… Continue reading “There’s Something About Noura”: Exploring Think-Aloud Reasonings for Users’ Persona Choice in a Design Task
Modeling the New Modalities of Personas: How Do Users’ Attributes Influence Their Perceptions and Use of Interactive
We investigate the impact of user demographics (age, gender) and experience (with personas and chatbots) on users’ perceptions of interactive personas. A within-subjects study was conducted with 54 participants, mostly engineers and computer scientists. Each participant used interactive personas with two interfaces: a web-based profile persona and a chat persona. The findings from regression analysis…… Continue reading Modeling the New Modalities of Personas: How Do Users’ Attributes Influence Their Perceptions and Use of Interactive
Deus Ex Machina and Personas from Large Language Models: Investigating the Composition of AI-Generated Persona Descriptions
Large language models (LLMs) can generate personas based on prompts that describe the target user group. To understand what kind of personas LLMs generate, in this research led by Joni Salminen, we investigate the diversity and bias in 450 LLM-generated personas with the help of internal evaluators (n=4) and subject-matter experts (SMEs) (n=5). The research findings…… Continue reading Deus Ex Machina and Personas from Large Language Models: Investigating the Composition of AI-Generated Persona Descriptions
Investigations into Digital Analytics
Our research team has conducted a series of studies concerning the use and effect of analytics. Some insightful findings are: Displaying or not displaying certain analytics to platform users will alter their behavior Analytics can provide insights into persona usage and interaction Analytics systems require more navigational focus compared to using personas for the same…… Continue reading Investigations into Digital Analytics
Is an organization ready for using personas?
Our research team has conducted a series of research studies examining when and how organizations can effectively use personas. Some findings are: (a) Personas for social good are primarily exploratory and focused on initial methodology development. (b) We develop and validate the Persona Readiness Scale (PRS), a survey instrument to measure organizational readiness for personas.…… Continue reading Is an organization ready for using personas?