Understanding Real Users Using Imaginary People

Speaker:  Jim Jansen – Doha, Qatar
Topic(s):  Human Computer Interaction


Personas are imaginary people that represent real users. Creating personas by processing complex online behavioral and demographic data is an on-going research and commercialization project. Using tens of millions of interactions by people engaging with thousands of online posts, we demonstrate that our automatic persona generation methodology has several novel accomplishments, including identifying distinct behavioral segments based on content consumption patterns; detecting impactful demographics groups; and creating rich persona profiles by adding names, photos, and other attributes. We have validated our approach with a working system and evaluated the system by examining the accuracy of predicting content preference of personas, the stability of the personas over time, and the generalizability of the method by applying to multiple datasets. Findings illustrate the approach can develop rich personas representing real people using online data from major social media and other platforms.

About this Lecture

Number of Slides:  40
Duration:  60 minutes
Languages Available:  English
Last Updated: 

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