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What's on your mind? Exploring new methods for measuring emotional engagement (Andrew Schall)

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Measuring emotional engagement is becoming an increasingly important aspect of interaction design. In order to truly measure the emotional impact that an experience is creating, UX researchers and designers need to have an understanding of methods that can accurately capture this information. Equally important to knowing what emotional responses are being created are ways to enhance or focus the emotional experience. A new branch of user experience research that includes physiological responses is on its way. This workshop will start a dialog on how these new tools can be applied to the UX field.

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What's on your mind? Exploring new methods for measuring emotional engagement (Andrew Schall)

  1. 1. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 New Methods for Measuring Emotional Engagement Andrew Schall @andrewschall
  2. 2. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall Andrew Schall. Vice President of UX, SPARK Experience Co-Author, Eye Tracking in User Experience Design President, UXPA of Washington DC
  3. 3. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall A workshop is meant to: React to Create Refine Ideas
  4. 4. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 4 HOW DO WE EVALUATE EMOTION? What methods exist to understand how our users are feeling?
  5. 5. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 5 You Can’t Accurately Ask About Emotions Current methods for evaluating emotion are limited to what a user selectively self reports to the study facilitator.
  6. 6. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 6 You Can’t Accurately Ask About Emotions Emotion is not primarily a language-based experience; conscious effort is required to put experience into words.
  7. 7. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 7 BIO/NEURO METRICS How can UX researchers apply this technology to study emotions?
  8. 8. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall Disclaimer: I am not a neuroscientist or human physiologist.
  9. 9. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 9 EyeTracking. Eye Tracking is critical for any emotional analysis. Eye tracking can tell us: Time & Location • Where they looked • When they looked Engagement Level • How long they looked • How frequently they looked
  10. 10. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 0 EyeTracking.
  11. 11. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 1 • HELPS YOU UNDERSTAND WHAT THE USER IS PAYING ATTENTION TO • EASY DATA COLLECTION • SOFTWARE-GENERATED VISUALS PROS • TELLS YOU WHAT BUT NOT WHY CONS EyeTracking.
  12. 12. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 2 BrainActivity. Electroencephalography is a way to measure brain activity with sensors on the head. Brainwaves can be interpreted to understand core emotions: • Happiness/Sadness • Excitement/Boredom • Frustration/Relaxation
  13. 13. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 3 BrainActivity.
  14. 14. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 4 BrainActivity. • BROAD SPECTRUM OF EMOTIONS • ABILITY TO COLLECT VALENCE • RELATIVELY FAST & EASY TO SETUP PROS • RAW DATA CAN BE NOISY • TIME-CONSUMING & COMPLEX TO ANALYZE • DATA CAN BE MISINTERPRETED CONS
  15. 15. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 5 SkinConductivity. The sensor measures small changes in user’s skin conductance (GSR). These sweat gland changes are directly related to the Sympathetic Nervous System activation, also known as the fight or flight response.
  16. 16. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 6 SkinConductivity. When a user becomes frustrated, excited, anxious, stressed, etc. their skin conductance will spike.
  17. 17. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 7 SkinConductivity. • EASY TO SETUP • MINIMALLY INTRUSIVE • DATA ANALYSIS LESS COMPLEX • FOCUS ON AROUSAL & STRESS PROS • DELAYED REACTION • LIMITED RANGE OF EMOTIONS • CAN NOT MEASURE VALIENCE CONSFig. 2. Shimmer 3 GSR Unit (Source: Shimmer) Researchers should be aware that the results from GSR do not correspond with a response to a stimulus in real-time. GSR can produce response latencies between 3 to 6 seconds from the response to a stimulus8 . Therefore it is not recommended to use GSR to identify the exact moment when a response was triggered. Instead, researchers should analyze the response over a period of time, for example the duration of a task or the presentation of a stimulus, and then compare the result to other such units. For all biometric measurements, but especially with GSR, it is critical to obtain a baseline measurement prior to the presentation of stimuli. Participants will vary in terms of their typical level of sweat output and their emotional state (e.g. feeling anxious) when they arrive at the test facility. By establishing a baseline it provides a point of comparison between their state prior and
  18. 18. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 8 PupilResponse. http://www.scientificamerican.com/article/eye-opener-why-do-pupils-dialate/ Pupilametry is used to measure the real-time diameter of the changes in pupil size. This can be used to detect emotions: • Mental workload • Frustration/Stress • Arousal/Interest
  19. 19. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 9 PupilResponse. Research shows that the worst time to interrupt anyone is when they have the highest memory load. Pupillometry studies have shown that interruptions during peak loads cause the biggest disruption. Shamsi T. Iqbal, Xianjun Sam Zheng, and Brian P. Bailey. 2004. Task-evoked pupillary response to mental workload in human-computer interaction. In CHI '04 Extended Abstracts on Human Factors in Computing Systems
  20. 20. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 0 PupilResponse. • EYE TRACKER ALREADY COLLECTS IT • STRAIGHTFORWARD ANALYSIS • FOCUS ON AROUSAL & STRESS PROS • HIGHLY SUBJECT TO LIGHTING VARIABILITY • CAN NOT DETECT VALENCE CONS
  21. 21. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 1 FacialAnalysis. Facial expression recognition uses a simple webcam and software to identify facial expressions people display. It can detect a wide range of emotions: • Happiness • Sadness • Angry • Frustration • Confusion
  22. 22. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 2 FacialAnalysis. The software looks at facial action units that are then combined to identify specific emotions.
  23. 23. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 3 FacialAnalysis. • AUTOMATIC CODING OF FACIAL EXPRESSIONS • CAN DETECT VALENCE • WORKS WITH ANY WEBCAM PROS • INCONSISTENT RESULTS • MAY REQUIRE LARGER SAMPLE SIZE TO ACCOUNT FOR VARIANCES CONS
  24. 24. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 4 DataAnalysis. iMotions Attention Tool Noldus Research Suite
  25. 25. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 5 TakeAways. Major opportunities to use bio/neurometrics to understand users’ emotions in the context of user experience. Tools are rapidly improving in terms of easy of data collection and analysis…but still a long way to go. Be aware of the current limitations and challenges of using this technology. 01 / 02 / 03 /
  26. 26. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 6 YourVoice. What are the best applications for biometric measurements in UX research? What are the practical considerations/issues with using these tools for UX research? How do we design an effective study to measure emotion for UX evaluation? Is this the future of UX research? 01 / 02 / 03 / 04 /
  27. 27. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 7 GROUP ACTIVITY What are the best applications for biometric measurements in UX research?
  28. 28. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 8 GROUP ACTIVITY What are the practical considerations/issues with using these tools for UX research?
  29. 29. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 2 9 GROUP ACTIVITY How do we design an effective study to measure emotion for UX evaluation?
  30. 30. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 3 0 GROUP ACTIVITY Is this the future of UX research?
  31. 31. UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 3 1 OPEN FORUM What are your ideas, questions, concerns about this kind of research?

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