News outlets compete for viewership on traditional channels and increasingly compete for engagement across multiple social media platforms. With platforms like Facebook, Instagram, Twitter, YouTube, and Reddit transforming how news is consumed, understanding the dynamics of user engagement becomes crucial. An analysis of approximately 3 million news postings and 50 million associated comments shed light…… Continue reading News Engagement Across Social Media: the topical and sentiment effect
Category: Customer segmentation
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?
Multi-Dimensional Interactions with Online Content
Users’ engagement with online content goes beyond just passive consumption. It is a multi-dimensional process that includes various ways of interacting with the content, beyond a simple ‘like.’ This interaction can take different forms, such as sharing informative articles, saving content for future reference, and participating in discussions through comments. This diversified engagement shows a…… Continue reading Multi-Dimensional Interactions with Online Content
Understanding Your Audience: ACUA’s Age Analytics
In the dynamic landscape of social media, understanding your audience is crucial. The nuances of demographics often hold the key to crafting engaging and targeted content strategies. One of ACUA’s standout features lies in dissecting the age demographics of your audience, providing invaluable insights into the age groups engaging with your content. Actionable Use Cases…… Continue reading Understanding Your Audience: ACUA’s Age Analytics
Future of ACUA: Personalization Strategies Using User Persona
Personalization has become a cornerstone of modern digital marketing, and user personas play a pivotal role in crafting tailored experiences. By understanding the unique attributes, preferences, and behaviors of different audience segments through the lens of user personas, marketers can create highly personalized content and campaigns. This approach goes beyond simply addressing the audience as a…… Continue reading Future of ACUA: Personalization Strategies Using User Persona
Unveiling Emotions in Text: The Power of LIWC
In the digital age, where text-based communication dominates, understanding the underlying emotions in written content has never been more crucial. Whether it’s social media posts, online articles, or personal blogs, the emotional tone of text can significantly influence the reader’s perception and engagement. This is where the Linguistic Inquiry and Word Count (LIWC) comes into…… Continue reading Unveiling Emotions in Text: The Power of LIWC
Designing With Multiple Personas in Mind: Multi-Persona Design for Large Target Populations
There is a need for personas usage to shift from focusing on one persona at a time to Multi-Persona Design. In the context of global design and development using personas, the traditional approach of utilizing a limited set of personas, often 10 or fewer, is a widely accepted guideline. This ‘small persona’ mindset assumes a…… Continue reading Designing With Multiple Personas in Mind: Multi-Persona Design for Large Target Populations
Boosting Your Startup’s Reach: The Power of ACUA’s Story-Optimizer
Story-Optimizer is a feature in the ACUA system that leverages Large Language Models to generate content tailored for different social media platforms. When provided with a publication prompt, this tool refines the input and produces captions/titles optimized for each specific platform i.e. a suitable Facebook post, an appropriate YouTube video title, an effective Instagram post,…… Continue reading Boosting Your Startup’s Reach: The Power of ACUA’s Story-Optimizer
Leveraging Personas for Social Impact: A Review of Their Applications to Social Good in Design
Personas inform design by representing diverse user needs. Since their initial application in commercial technology contexts, personas have been adopted in several research domains for the public good, such as health, accessibility, politics, civic society, education, sustainability, cybersecurity, and criminology. In this review paper, we analyzed 58 research studies that created personas in these domains,…… Continue reading Leveraging Personas for Social Impact: A Review of Their Applications to Social Good in Design
The need for data validity when using analytics
A difficulty faced by scholars and practitioners working with numbers about people is that those who study people want numerical data about these people. Unfortunately, time and time again, this numerical data about people is wrong. Addressing the potential causes of this wrongness, we present examples of analyzing people numbers, i.e., numbers derived from digital…… Continue reading The need for data validity when using analytics