The document discusses personas and the Myers-Briggs Type Indicator (MBTI) personality assessment. It describes how Carl Jung and Isabel Briggs Myers developed the concepts of extraversion/introversion and sensing/intuition that form the basis of the MBTI. The document outlines the four dimensions and 16 personality types assessed by the MBTI. It cautions that the MBTI is a descriptive rather than predictive tool and should not be used to measure aptitude, normalcy, or performance.

1. Personas Made Personal
Josh Cothran | Georgia Tech Research Institute | @joshcothran

2. @joshcothran

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5. Carl Jung
Isabel Briggs Myers Alan Cooper
@joshcothran

6. Energy
Information
Decisions
Organization
@joshcothran

7. Energy
Extroversion Introversion
@joshcothran

8. Information
Sensing iNtuition
@joshcothran

9. Decisions
Feeling Thinking
@joshcothran

10. Organization
Judging Perceiving
@joshcothran

11. Energy
Extroverted Introverted
Information
Sensing iNtuitive
Decisions
Feeling Thinking
Organization
Judging Perceiving
@joshcothran

12. @joshcothran

13. @joshcothran

15. ENTJ: The Executive ESTJ: The Guardian
ISFJ: The Nurturer ESFJ: The Caregiver

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19. Enjoy responsibly
• It’s not magic
• Like personas, the MBTI
is a descriptive
instrument
• Correlation ≠ Causation
• Circumstances
influence preferences
• Type of design problem
impacts relevance of
MBTI dimensions
@joshcothran

20. The MBTI does not
• Measure aptitude
• Measure normalcy
• Predict performance
• Predict job satisfaction
• Predict whom a person
will like or not like
• Capture context –
that’s why we do
research!
@joshcothran

21. Thanks.
Josh Cothran | Georgia Tech Research Institute | @joshcothran

22. Image Credits
Flickr User: -mrsraggle- | Creative Commons: Attribution, No Derivative Works
http://www.flickr.com/photos/raggle/3163752268
Josh Cothran | Creative Commons: Attribution
Paul Tieger and Barbara Barron-Tieger | Do What You Are
http://www.amazon.com/dp/0316167266/
Georgia Department of Community Health (by Josh Cothran, GTRI) | used with permission
Public domain
Public domain
http://en.wikipedia.org/wiki/File:AlanCooper.jpg
#ixd13 | @joshcothran

23. Image Credits
Flickr User: David Domingo| Creative Commons: Attribution, Noncommercial, Share Alike
http://www.flickr.com/photos/_sml/97519096/
Flickr User: crdotx | Creative Commons: Attribution |
http://www.flickr.com/photos/crdot/6903711925/
Flickr User: eastpole | Creative Commons: Attribution, Noncommercial, Share Alike
http://www.flickr.com/photos/eastpole/2299787549/
Flickr User: lazha| Creative Commons: Attribution, Share Alike
http://www.flickr.com/photos/hector-lazo/3850205267/
Flickr User: derPlau | Creative Commons: Attribution, Noncommercial, Share Alike
http://www.flickr.com/photos/derplau/141038895/
Flickr User: ansik | Creative Commons: Attribution
http://www.flickr.com/photos/ansik/304526237/
#ixd13 | @joshcothran

24. Image Credits
Flickr User: Chiot’s Run | Creative Commons: Attribution, Noncommercial
http://www.flickr.com/photos/chiotsrun/4390949664/
Flickr User: spykster | Creative Commons: Attribution
http://www.flickr.com/photos/spykster/6221799231/
Flickr User: Brittney Marshall | Creative Commons: Attribution, Noncommercial, No Derivative Works
http://www.flickr.com/photos/69626850@N05/6337882917/
Flickr User: rutty | Creative Commons: Attribution, Noncommercial, Share Alike
http://www.flickr.com/photos/rutty/438775617/
Flickr User: ahisgett| Creative Commons: Attribution
http://www.flickr.com/photos/hisgett/3365087837/
Disney | Cinderella
http://www.amazon.com/dp/B003ZHVJGO/
#ixd13 | @joshcothran

25. Image Credits
Georgia Department of Community Health (by Josh Cothran, GTRI) | used with permission
Georgia Department of Community Health (by Josh Cothran, GTRI) | used with permission
Georgia Department of Community Health (by Josh Cothran, GTRI) | used with permission
Georgia Department of Community Health (by Josh Cothran, GTRI) | used with permission
Flickr User: The Rocketeer | Creative Commons: Attribution, Noncommercial, No Derivative Works
http://www.flickr.com/photos/kt/120468504/
Flickr User: Vicky & Chuck Rogers | Creative Commons: Attribution, Noncommercial, Share Alike
http://www.flickr.com/photos/two-wrongs/205467442/
#ixd13 | @joshcothran