The Personification of Big Data

Phillip Douglas Stevenson, Christopher Andrew Mattson
2019 Proceedings of the International Conference on Engineering Design  
AbstractOrganizations all over the world, both national and international, gather demographic data so that the progress of nations and peoples can be tracked. This data is often made available to the public in the form of aggregated national level data or individual responses (microdata). Product designers likewise conduct surveys to better understand their customer and create personas. Personas are archetypes of the individuals who will use, maintain, sell or otherwise be affected by the
more » ... ts created by designers. Personas help designers better understand the person the product is designed for. Unfortunately, the process of collecting customer information and creating personas is often a slow and expensive process. In this paper, we introduce a new method of creating personas, leveraging publicly available databanks of both aggregated national level and information on individuals in the population. A computational persona generator is introduced that creates a population of personas that mirrors a real population in terms of size and statistics. Realistic individual personas are filtered from this population for use in product development.
doi:10.1017/dsi.2019.409 fatcat:g33bcypv7fhorojmpia4kc7dfu