T09: Data-Driven Personas: A Tutorial

Tuesday, 28 June 2022, 12:00 – 16:00 CEST (Central European Summer Time - Gothenburg, Sweden)
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Dr. Joni Salminen (short bio)

University of Vaasa, Vaasa, Finland


Dr. Bernard J. Jansen (short bio)

Qatar Computing Research Institute, Hamad Bin Khalifa University, Doha, Qatar


MSc. Soon-gyo Jung (short bio)

Qatar Computing Research Institute, Hamad Bin Khalifa University, Doha, Qatar



Tutorial attendees are expected to increase their knowledge and skills about data-driven persona generation and use cases through a 4-hour session.


Content and Benefits:

This tutorial provides a practical introduction to data-driven personas, a powerful tool for user segmentation and insights. In addition to attending an introductory lecture, the participants will complete two tasks: (a) creating a plan for data-driven persona creation, and (b) hands-on analysis of Excel data to generate data-driven personas. These exercises will increase the participants’ hands-on skills for persona creation.


Target Audience:

Anyone interested in personas, user understanding, or customer segmentation is encouraged to apply.


List of materials or devices required by the participants:

Microsoft Excel (or similar).

Bio Sketches of Presenters:

Dr. Joni Salminen holds a Ph.D. from Turku School of Economics. He is working as a researcher at the University of Vaasa in Finland. Previously, he worked as a scientist at the Qatar Computing Research Institute, Hamad Bin Khalifa University, where he focused on data-driven persona research and system development for several years. Two persona systems developed by the tutorial organizers are the Automatic Persona Generation (https://persona.qcri.org) and Survey2Persona (https://s2p.qcri.org).

MSc. Soon-gyo Jung received his B.E. degree in computer software from Kwangwoon University and an M.S. degree in electrical and computer engineering from Sungkyunkwan University, Suwon, Korea. He works at Qatar Computing Research Institute as an engineer developing a system that generates personas automatically from online analytics and social media data.

Dr. Bernard J. Jansen is a principal scientist in the Social Computing group of the Qatar Computing Research Institute, a professor with the College of Science and Engineering, Hamad bin Khalifa University, and an adjunct professor with the College of Information Sciences and Technology at The Pennsylvania State University.