Why Are Personas the Way They Are? Identifying Six Persona Creation Strategies

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dc.contributor.authorHäyhänen, Essi
dc.contributor.authorSalminen, Joni
dc.contributor.authorJansen, Bernard J.
dc.contributor.departmentfi=Ei alustaa|en=No platform|
dc.contributor.orcidhttps://orcid.org/0000-0003-3230-0561
dc.date.accessioned2026-02-10T13:04:00Z
dc.date.issued2025
dc.description.abstractUser personas are well-established in user-centered design. However, the persona creation process is not well understood. Addressing this gap, this study investigates how 29 students created personas from a realistic customer dataset. We identified six main persona creation strategies: (1) data-oriented strategy, (2) diversity strategy, (3) imaginative strategy, (4) sociability strategy, (5) self-centric strategy, and (6) mixed strategy. The most common strategy was the mixed approach seeking to create personas based on the presented data but at the same time representing demographically diverse user groups. Most commonly, the participants created four personas and they aimed at “harmony” in their creation process, e.g., by creating an even number of male and female personas. The results imply that creator-provided reasonings can increase transparency of the persona-creation process.en
dc.description.notificationCopyright (c) 2025 Essi Häyhänen, Joni Salminen, Bernard J. Jansen. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
dc.description.reviewstatusfi=vertaisarvioitu|en=peerReviewed|
dc.identifier.urihttps://osuva.uwasa.fi/handle/11111/19794
dc.identifier.urnURN:NBN:fi-fe2026021012213
dc.language.isoen
dc.publisherDeakin University
dc.relation.doihttps://doi.org/10.21153/psj2025vol11noart2002
dc.relation.ispartofjournalPersona studies
dc.relation.issn2205-5258
dc.relation.issue3
dc.relation.urlhttps://doi.org/10.21153/psj2025vol11noart2002
dc.relation.urlhttps://urn.fi/URN:NBN:fi-fe2026021012213
dc.relation.volume11
dc.rightshttps://creativecommons.org/licenses/by-nc/4.0/
dc.source.identifier21a49384-1a9f-4f2b-af4b-8b2167ceb51b
dc.source.metadataSoleCRIS
dc.subjectUser Personas
dc.subjectPersona Creation
dc.subjectStrategies
dc.subjectUser-Centred Design
dc.subject.disciplinefi=Markkinointi|en=Marketing|
dc.subject.disciplinefi=Markkinointi|en=Marketing|
dc.titleWhy Are Personas the Way They Are? Identifying Six Persona Creation Strategies
dc.type.okmfi=A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä (vertaisarvioitu)|en=A1 Journal article (peer-reviewed)|
dc.type.publicationarticle
dc.type.versionpublishedVersion

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