Who are we?

The Persona Team currently has 11 members from 8 countries!

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Dr. Joni Salminen, Associate Professor
Joni Salminen is an Associate Professor (tenure track) at the School of Marketing and Communication in University of Vaasa, Vaasa, Finland. His research focuses on data-driven personas, along with overlapping topics such as Human-Centered AI, Quantitative UX, Interactive Systems, User Segmentation Algorithms, and so on. Joni runs the Persona Team at the University of Vaasa.

Dr. Ilkka Kaate, Post-doctoral Researcher
Ilkka Kaate is a doctoral student in marketing at the University of Turku, Finland, with research interest in deepfake personas and the use of deepfake AI technologies for societally positive purposes. Additionally, Ilkka is a digital marketing entrepreneur specializing in social media and search marketing. In his free time Ilkka likes to act, sing (solo and choir) and play the guitar.

Trang Xuan, Doctoral Student
Trang Xuan is a 1st-year Doctoral student with both teaching and industry experiences, focusing on digital marketing and consumer behavior. She had 8 years of working experience in agencies and 5 years of teaching experience in Vietnam prior to her PhD journey at the University of Vaasa. Trang’s current research focus is AI in education.

Tamara Minina, Doctoral Student
Tamara Minina is a doctoral student at the University of Vaasa, Finland, researching personas and their effect on business (SMEs, in particular). Also, Tamara is a full-time entrepreneur, leading a small company specializing on language learning and guiding students throughout the entire process of applying to international educational institutions of their choice. Her background includes huge marketing projects, practical digital marketing experience and CSR management. She loves animals (has two rescue pets of her own), enjoys painting, and is fond of travelling.

Danial Amin, Doctoral Student
Danial Amin is a doctoral researcher at the University of Vaasa with over 8 years of hands-on experience in traditional and generative AI. He brings a unique combination of experience in the entrepreneurial ecosystem, combining his background in engineering (aerospace) and business and management (international business) rigor with his current research focusing on developing FAIR AI-generated personas to enhance inclusivity and reduce biases, particularly for marginalized communities in the Global South.

Rajat Patil, Doctoral Student
Rajat Patil is a dynamic professional with a Master’s in International Business and Engineering from SRH Hochschule Heidelberg and a Bachelor’s degree in Mechanical Engineering from University of Mumbai. His research area focuses on AI-generated personas for increased consumer engagement, advocating eco-friendly practices in sustainable fashion product design. Rajat, with training experience in business development, analysis, and optimization, comes from a background that adds the missing link between AI technology, consumer behavior, and sustainability in the fashion industry. Fluent in English and proficient in German and with budding French and Korean skills, he has a truly global perspective with regard to diverse innovation being pursued in AI and sustainable fashion.

Farhan Ahmed, Doctoral Student
Farhan Ahmed is a doctoral student specializing in sustainability, AI-driven transformation, and digitalization. His research focuses on AI chatbots, digital personas, and their applications in the field of education. He holds a Master’s in Business Administration from Mid Sweden University and has completed advanced coursework in International Smart Industry Continuous Transformation at Tampere University of Applied Sciences. Farhan is experienced in intelligent product development, supply chain management, and smart industry innovations. Proficient in React, Python, and agile project management, he also holds Azure AI and Fundamentals certifications, as well as multiple Oracle Cloud certifications, demonstrating his expertise in leveraging technology for transformative solutions.

Huma Adeel, Doctoral Student
Huma Adeel is a Doctoral Researcher at the School of Marketing and Communication at the University of Vaasa. Her research specializes in consumer behavior and sustainable consumption, with a particular focus on the interplay between innovation and digitalization in modern environments, including Metaverse Personas. With several years of professional experience in the industry, she has held diverse roles, including that of a Social Media Strategist. She also brings expertise in teaching, particularly in the areas of Digital Marketing and Consumer Behavior. Beyond academia, Huma is passionate about swimming and exploring new destinations through travel.

D’alice Tshilemba, Doctoral Student
D’alice Tshilemba is a PhD student at Åbo Akademi University. Her research focuses on AI ethics in marketing and deepfake personas. Before pursuing her PhD, she worked in international marketing within the tourism industry. In addition to her research, she also teaches brand management strategies.

Angelica Fabillar, Doctoral Student
Angelica Fabillar is a PhD student at the University of Vaasa. Her research focuses on Persona-based Synthetic Users in Market Research, particulaly in Consumer Journey Mapping. She brings with her a decade of hands-on experience as a statistician in the Philippines and five years of corporate experience from market research firms in Singapore and the United States. She led diverse roles in consulting, data analytics, and market research across various fields such as consumer goods/services, e-commerce, and healthcare. Aside from academia and corporate roles, she is passionate about travelling and teaching children aged 5-10. She aspires to publish children’s books that introduce statistics and data analysis in a fun and engaging way.

Dr. Bernard. (Jim) Jansen
Bernard J. Jansen a Principal Scientist at the Qatar Computing Research Institute, Doha, Qatar. He is a graduate of West Point and has a Ph.D. in computer science from Texas A&M University, along with master degrees from Texas A&M (computer science) and Troy State (international relations). Dr. Jim Jansen served in the U.S. Army as an Infantry enlisted soldier and communication commissioned officer.

Collaborators

Dr. Hannu Makkonen
Hannu Makkonen is a Professor of Marketing at University of Vaasa. His research focuses on organizational innovation adoption, industrial network dynamics, innovation ecosystems, service and value creation, and dynamic capabilities. He serves as the second supervisor for several Persona Team members.

Dr. Mekhail Mustak
Mekhail Mustak is an Assistant Professor (tenure track) at Hanken School of Economics, Helsinki, Finland. His research focuses on the application of artificial intelligence in marketing, B2B marketing, and services marketing.

Interested in joining the team? See the About page for more information and the Persona page for indication of fit!