Information Needs: Developing Personas of Humanities Scholars

A persona represents a group of target users that share common behavioural characteristics. The personas method, an approach to systems design, has been receiving significant attention from practitioners. However, only anecdotal evidence currently exists for the effectiveness of personas and there have been criticisms about its validity as a scientific approach to research. This paper attempts to demonstrate how incorporating personas may lead to better understand the information needs of humanities scholars. Humanities scholars in an advanced ICT environment in the Hashemite Kingdom of Jordan are sampled as a case. Previous studies show that the humanities scholars have a significant negative relation with ICT use; they are using it less than scientists and social scientists, and they demonstrate a significantly higher use of library facilities than other academics. There is also a lack of up-to-date international research on the humanities scholars' information needs that takes into account recent rapid increases in the availability of ICT infrastructure, especially the Internet. As such, the objective of this study is to understand the information needs of humanities scholars and the effect of the electronic environment on their information seeking behaviour using personas. This study is conducted within a conceptual framework based on an integration of existing models of information-seeking behaviour, along with additional new elements representing the information context environment, such as languages, decision to seek and format of information resources. The four personas that were uncovered in this study may be able to effectively communicate the actual information needs of the humanities scholars through the personal narrative, name, and face, which continuously will remind the academic library of what their users really want and need from their services. This study also lays the foundation for future research by identifying variables of interest, and building construct validity through the themes of information needs that emerged.