SmartEx results presentation

Smart Exhibitions
Ben Salem & Matthias Rauterberg
Department Industrial Design
Technische Universiteit Eindhoven

Contents
•Introduction
•Research Question
•Experiment Set-up
•Results
•Discussion
•Future Work
7.Conclusion
© 2005 By Ben Salem & Matthias Rauterberg
℗ November 2005 By Ben Salem for Gielissen

Introduction
• Exhibitions have reached maturity in terms of innovation,
and technology.

• In this project we would like to investigate adaptive
services for smart exhibition booths.

• We have conducted a study about adaptive exhibition
booths (AEB).

• We are interested in finding out if AEB yield better
exhibitions.


Research Question

• Adaptive Exhibition Booths are more effective
and efficient than standard exhibition booths.
• The effectiveness of the AEB can be measured in terms of the amount of
relevant information gathered and retained from a visit to the booth.

• The efficiency of the AEB as being the amount of time required for the
effective visit of an AEB.

• However we consider that a further dimension needs to be added, namely
the subjective experience resulting from the visit and its effect on the
visitors moods, emotions and attitude towards the exhibition.


Experiment Set-up

• We have run one experiment with 3 test
conditions.
1- No-profiles, non-adaptive presentations.
2- Profiled but non-adaptive presentations.
3- Profiled and adaptive presentations

• In all cases we have set up profiles for visitors
and relevant information to gather accordingly.


Profiles (in order of priority)

•Division Director
Finds out if exhibitor is viable as a partner for business

•Marketing Director
Finds out if exhibitor could become your client

•Technical Director
Finds out what kind of contractor exhibitor is

•Design Director
Finds out exhibitor design style

Visitors were grouped into 3 companies, 1 PLC and 2 SMEs.


Set-up


Experiment

• 3 test conditions

• 4 profiles

• 3 companies

• 27 participants (3 groups of 9)


Results


Average task duration

• Drops from 23min
to 16min


Correct Answers

• Average increases
from 11.5 to 16


Correct Answers by
profile

• Division director
performs best!


Average task duration

• Design director
fastest.


Useful/Useless
Useless

• Participants feel
more useful with
AEB
(difference is important)

Useful


In control/Controlled
Controlled

• Participants feel more
in control with AEB
(difference is important)

In Control


Discussion

• Encouraging results that point towards the
advantage of AEBs.

• Not all results conclusive in the sense some
issues not addressed
* Role of the exhibitor in the booth is highly influential
* What kind of adaptivity is best suited for AEBs.

• Effect on mood underestimated


Future Work

• Specifications for AEBs.
- Media and modalities used.
- ICT infrastructure

• Information architecture for AEBs
- Information content

• 3 Criteria : Efficiency, effectiveness, affect.


Conclusion

• Results confirm that AEBs have a role to play.

• Mostly confirm importance of profiles and
information architecture

• Need of further work in terms of adaptation

• Applied for IOP-MMI funding.


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