Data Driven Personas and Persona Analytics


Saturday, July 23, 2022

  • Noon-4pm (EDT)
  • 6pm-10pm GMT+2
  • 9am-1pm  PDT

Course Registration Rates: 

UXPA Members and Students: $100

Non-Members: $200

Data-driven personas can be extremely valuable thinking tools for design and marketing decisions, especially for products and systems with large user populations. They can guide feature development, UX copywriting, ad creation, prioritizing development agendas, aligning targeting across different channels, and so on.

Yet, creating data-driven personas is often perceived costly and difficult, which is why many practitioners shy away from it. The purpose of this course is to give a user-friendly introduction to data-driven personas and reassure that everyone can attempt creating data-driven personas, regardless of their knowledge about statistics or algorithms.

After taking the course, the participants will:

  • understand the principles of data-driven personas and persona analytics (i.e., using personas to understand real end-users)
  • know how to get started with data-driven persona creation
  • can apply simple data analytics skills to real customer data towards persona creation


The course will last four hours and be delivered in a one-day format. The course is structured into three parts:

  1. LECTURE PART introduces data-driven personas and persona analytics (1 hour)
  2. WORKSHOP PART offers the participants an opportunity to practice creating data-driven personas in an agile way (2 hours)
  3. DEBRIEFING PART sees the participants explain their creations to others, along with discussion of the workshop experiences and any open questions about data-driven personas (1 hour)


– no previous knowledge of data-driven personas and/or statistics is required

– some knowledge about personas / UX / design / analytics is useful but not required. However, for those not knowledgeable about personas in general, some individual pre-course preparation can make the course more beneficial; for this, we encourage reviewing blog posts at

– the “persona” of the course participant is someone that knows personas (especially from a qualitative point of view) but is less familiar with data-driven personas. However, whoever wants to sign up is welcome!

Want a discount? Become a member by purchasing Student Membership or Global Sustaining Membership!


About the Instructors:

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


Dr. Joni Salminen works as a program manager at the University of Vaasa. His current research interests are heavily focused on personas, including automatic persona generation from social media data, persona perceptions, biases in data-driven personas, optimal number of personas, and so on.


MSc. Soon-gyo Jung is a software engineer focused on data-driven/data-intensive systems in the social computing group at Qatar Computing Research Institute. He is currently strongly interested in computational social science, especially exploring its significant impact on society and how people communicate and share culture.