Abstract
This chapter reviews issues and challenges of data-driven-persona development. We introduce an analytical framework for ethical dimensions to assess if data-driven personas are fair and representative of minority groups while also countering the perpetuation of stereotypes. The complicated intersections of people and technology form the basis of this ethical inquiry of data-driven persona development. By exploring how the individual steps in data-driven persona development correspond with algorithms, we present a model for considering data-driven persona ethics. This is based on procedural justice—that fairness can best be assured when considering every step of an algorithmic process. We also introduce four values of algorithmic transparency. The result is a set of guiding questions that consider the entire life cycle of data-driven persona development from collecting datasets to the interface between personas and end-users. We conclude with three key principles of ethical decision-making in data-driven persona development.
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