Increased access to data and computational techniques enable innovations
in the space of automated customer analytics, for example, automatic
persona generation. Automatic persona generation is the process of
creating data-driven representations from user or customer statistics.
Even though automatic persona generation is technically possible and
provides advantages compared to manual persona creation regarding the
speed and freshness of the personas, it is not clear (a) what
information to include in the persona profiles and (b) how to display
that information. To query into these aspects relating information
design of personas, we conducted a user study with 38 participants. In
the findings, we report several challenges relating to the design of
automatically generated persona profiles, including usability issues,
perceptual issues, and issues relating to information content. Our
research has implications for the information design of data-driven
personas.