Who are the users of a video search system?

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Presentation from WIAMIS 2012 in Dublin, titled "Who are the users of a video search system? Classifying a heterogeneous group with a Profile Matrix"

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Who are the users of a video search system?

  1. 1. Who are the users of a video search system? Classifying a heterogeneous group with a Profile Matrix Max Kemman, Martijn Kleppe, Henri Beunders Erasmus University Rotterdam Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  2. 2. User research • Understanding the user [3, 4] – Acceptance – Performance – Capabilities – Weaknesses • Goal – Creating systems that are intuitive and helpful to the users[3] Y. Liu, A. Osvalder, and M. Karlsson, “Considering the importance of user profiles in interface design,” no. May, 2010[4] J. Preece, Y. Rogers, and H. Sharp, “Interaction Design: Beyond Human-Computer Interaction,” Design, vol. 18, no. 1, pp. 68-68, 2002 Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  3. 3. Problem statement • Investigating a heterogeneous user group • Extreme case: potential user group consists of everyone • Distinguishing groups, using classifications of: [1] – Roles E.g. by occupations – Demographic characteristics E.g. by age, gender or socioeconomic status[1] D. O. Case, Looking for Information - A Survey of Research on Information Seeking, Needs, and Behavior, vol. 29, no. 3. San Diego AcademicPress, 2002 Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  4. 4. Research question Can we classify (sub)groups of users in aheterogeneous group of people and describetheir characteristics using the Profile Matrix? Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  5. 5. Profile Matrix • Two axes [5] • Experience [3] Experienced – Amount of skills a user may have or lack Goal-directed Non-goal-directed • Goal-directedness [7] – Navigators – Explorers[3] Y. Liu, A. Osvalder, and M. Karlsson, “Considering the importance of user profiles in interface design,” no.May, 2010[5] K. G. Rasmussen, R. Iversen, and G. Petersen, “M3.2.3 Personas Catalogue,” EuropeanaConnect, 2010.[7] R. W. R. White and S. M. Drucker, “Investigating behavioral variability in web search,” Proceedings of the Inexperienced16th international conference on World Wide Web - WWW ’07, pp. 21-30, 2007. Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  6. 6. Goal-directedness axis• Going directly for a specific goal, or wandering around• Navigators versus Explorers Experienced• Self-evaluated 7-point semantic differential – Content: what Goal-directed Non-goal-directed – Location: where -2 1 0 1 2 – Structure: how – Resource: adjust• Cronbach’s α=0.753• Aggregated to linear scale from -2 to 2 Inexperienced Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  7. 7. Experience axis• Amount of skills a user may have or lack• Self-evaluated 5-point Likert scale 2 Experienced Features Search • Share • Success 1 • Subtitles • Ease • Reuse Goal-directed Non-goal-directed • Full-screen 0 • Quality -1• Cronbach’s α=0.711• Aggregated to linear scale from -2 to 2 -2 Inexperienced Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  8. 8. How Profile Matrix works Suppose we have a crowd of people...http://www.flickr.com/photos/caitlinator/4006198703/ Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  9. 9. How Profile Matrix works...we can distinguish groups based on roles ordemographics... Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  10. 10. How Profile Matrix works...and then place these groups on a ProfileMatrix Experienced Goal-directed Non-goal-directed Inexperienced Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  11. 11. Survey• Survey (N=970) for personal use of online video search systems – International • The UK (318) • The Netherlands (311) • Germany (341) – Representative samples • Age • Gender • Education – 850 people watched video online Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  12. 12. Survey• A general overview of – Who the ‘home users’ are – What they use for online video• Sections – Demographics – Video consumption – Profile Matrix – AXES interest• Current data published Open Access https://easy.dans.knaw.nl/ui/datasets/id/easy-dataset:49793 Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  13. 13. Results: Overall Profile MatrixMajority appears to be inexperienced and goal-directed 2 Experienced 1.5 1 0.5 Goal-directed 0 Non-goal-directed -2 -1.5 -1 -0.5 0 0.5 1 1.5 2 -0.5 -1 -1.5 -2 Inexperienced Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  14. 14. Results: Consumption Profile Matrix• All averages within goal-directed half• Hours per week• Significant differences in experience between all groups Goal-directed 0.4 0.2 0 -1 -0.8 -0.6 -0.4 -0.2 0 -0.2 -0.4 -0.6 -0.8 -1 -0.57692 -0.8268 -0.31007 -0.79092 Inexperienced >8h 4-8h 1-4h <1h Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  15. 15. Results: Age Profile Matrix• All averages within inexperienced goal-directed quadrant• Significant differences in experience between – 18-24 and 45-54 Goal-directed 0 – 18-24 and 55+ -1 -0.8 -0.6 -0.4 -0.2 -0.2 0 – 25-34 and 45-54 <45 -0.4 – 25-34 and 55+ ≥45 -0.6 – 35-44 and 45-54 -0.8 – 35-44 and 55+ 18-24 -0.771666667 25-34 -0.758333333 35-44 -0.7850000000 -1 Inexperienced 45-54 -0.718333333 55+ -0.658333333 Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  16. 16. Results: Education Profile Matrix• All averages within inexperienced goal-directed quadrant• No significant differences Goal-directed 0 -1.0 -0.8 -0.6 -0.4 -0.2 0.0 -0.2 -0.4 -0.6 -0.8 -1 Inexperienced Higher -0.8 Secundary -0.7 Primary -0.6 Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  17. 17. Conclusion• Profile Matrix helps to create (sub)groups of people• Better understanding of the heterogeneous group• Helps choosing groups for usability research Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  18. 18. Future directions• Investigating what these differences mean with regard to users’ performance or acceptance of video search system• Groups based on roles instead of demographics – Broadcast Professionals – Academics – Journalists – Home Users• Application for other search systems Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu
  19. 19. Questions or comments? Do you think this is useful? Contact: Max Kemman kemman@eshcc.eur.nl Who are the users of a video search system? WIAMIS12 Dublin 23-25 May 2012 www.axes-project.eu

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