The Ethics of Data-Driven Personas

Willemien Froneman
Willemien Froneman
Soon-gyo Jung
Soon-gyo Jung
Shammur Chowdhury
Shammur Chowdhury

CHI '20: CHI Conference on Human Factors in Computing Systems Honolulu HI USA April, 2020, pp. 1-9, 2020.

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Abstract:

Quantitative methods are becoming more common for persona creation, but it is not clear to which extent online data and opaque machine learning algorithms introduce bias at various steps of data-driven persona creation (DDPC) and if these methods violate user rights. In this conceptual analysis, we use Gillespie's framework of algorithmic...More

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