Is an organization ready for using personas?

Is an organization ready for using personas?
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. Confirmatory factor analysis indicated a good fit with five dimensions: Culture readiness, Knowledge readiness, Data and systems readiness, Capability readiness, and Goal readiness.
(c) The choice of algorithm is a crucial step in data-driven user segmentation because the algorithm fundamentally impacts the demographic attributes of the generated personas and thus influences how decision-makers view the user population.
(d) There are a plethora of issues that plague the implementation of data-driven personas within organizations.
(e) We outline and discuss details of a three-step data-driven-personas process consisting of educate, invest, and employ.

Read the full research articles!

Guan, K., Salminen, J. Jung, S.G., and Jansen, B. J. (2023) Leveraging Personas for Social Impact: A Review of Their Applications to Social Good in DesignInternational Journal of Human-Computer Interaction. DOI: 10.1080/10447318.2023.2247568

​Salminen, J. O., Nielsen, L., Bahloul, M., Jørgensen, R.G., Santos, J. M., Jung, S.G., and Jansen, B. J. (2022). Persona Preparedness: A Survey Instrument for Measuring the Organizational Readiness for Deploying PersonasInformation Technology and Management.

Salminen, J. O., Chhirang, K., Jung, S.G., Thirumuruganathan, S., Guan, K. W., and​ Jansen, B. J. (2022) Big Data, Small Personas: How Algorithms Shape the Demographic Representation of Data-Driven User SegmentsBig Data. 10(4), 313–336.

Salminen, J. O., Jung, S.G., and Jansen, B. J. (2021) Are Data-Driven Personas Considered Harmful?: Diversifying user understandings with more than algorithmsPersona Studies7(1), 48–63.

Jansen, B. J., Salminen, J., Jung, S.G., and Guan, K. (2021). Data-Driven Personas. Synthesis Lectures on Human-Centered Informatics, Carroll, J. (Ed). Springer Link, i-317.