UX: The User Experience Cross-Screen

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As part of the emerging new topics series, a presentation entitled UX: The User Experience Cross-Screen, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A research study including questions, methods, and findings on cross-screen users was presented. The presentation was given by, Richard Zackon-Facilitator for Council for Research Excellence & Rick Ducey- Chief Strategy Officer at BIA/Kelsey.

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UX: The User Experience Cross-Screen

  1. 1. Emerging Hot Topics Part IIUX: The User Experience Cross-Screen Richard Zackon Rick Ducey Facilitator Chief Strategy Officer Council for Research Excellence BIA/Kelsey
  2. 2. CRE MissionTo advance the knowledge and practice ofmethodological research on audiencemeasurement through the active collaboration ofThe Nielsen Company and its clients. #ARFAM6
  3. 3. CRE Members #ARFAM6
  4. 4. Major Projects to Date Video Consumer Mapping-2009, 2010 Nonresponse Bias-2009 Set Top Box-2010 Media Related Universe Estimates-2010 #ARFAM6
  5. 5. VCM: Video Consumer MappingThis CRE research was an observational study ofaudience behavior across screens, including othermedia and life activities. It looked at viewing asan objective phenomenon. #ARFAM6
  6. 6. UX: The User Experience Cross-ScreenThe CRE is now looking to explore viewing fromthe perspective of the viewer, viewing as asubjective phenomenon.We are looking at what was once termedattentiveness, more recently engagement. #ARFAM6
  7. 7. UX: ObjectivesPhase One was a review of research exploringcurrent knowledge about the viewer experience tolearn what can be measured and to investigatepromising new measurement methodologies.Phase Two will be empirical studies based on thislearning to be commissioned by CRE in FourthQuarter, 2011 #ARFAM6
  8. 8. Study of User Experience on Multiple VideoScreens and Formats
  9. 9. Research Questions 1. What drives choice of screen for the consumer? 2. How does viewing vary with chosen screen? 3. What are appropriate vocabulary & methodologies for understanding viewing styles? 4. What is the context of viewing across screens? 5. What are the best methodologies to get at UX? #ARFAM6
  10. 10. Body of Research ReviewedWhat was “in scope” in terms of“video content”? Linear video Non linear video Social media Commercial Digital Out Of Home Video games Cross-platform/integrated media (e.g., Mobile+TV; PC+TV) #ARFAM6
  11. 11. Some Takeaways from ExpertInterviews Respondents supported the five Research Questions as “on the mark” and answered them rather than critiquing them. Common observations, we need: new integrated vocabulary; single source measurements or data fusion; ethnographic and neuroscience research. “TV” as a cultural phenomenon has been evolving into new types of technology-enabled relationships among audiences, advertisers, content, platforms and devices. #ARFAM6
  12. 12. Approach/MethodologyReview of Studies Industry Research Academic Research 79 studies reviewed 57 studies reviewed Key studies: Key studies: – ESPN – Cooper, R. & Tang, T. – CTAM (2009) – Microsoft Advertising – Dimmick, J. (2010) – More studies that were – Jenkins, H. (2003) proprietary or “not ready – Press, A. & Livingstone, S. yet” (2006)
  13. 13. RQ1 – What drives the choice ofscreen?Best screen availableBest function available #ARFAM6
  14. 14. RQ2: How does viewing vary byscreen? TV gets the lion’s share of time across all groups. Live vs. on-demand Cross-platform content experiences #ARFAM6
  15. 15. RQ3: Understanding viewing stylesViewing Style Examples: Mobile Parents Live TV Personal Viewing Social Viewing Engaged Viewing #ARFAM6
  16. 16. RQ4: Context of usecomplementary? Multi-screen use is complementary not cannibalistic. Heavy users of one medium (e.g., TV) are heavy users of other media (e.g., Internet, gaming). Different types of user experiences, forms of engagement encourage multiscreen use versus picking one screen over another. #ARFAM6
  17. 17. RQ5: Best methodologies Media Exposure Measures Methods Intended media use Awareness of options Online panels Emotions SurveysPre viewing Uses and gratifications sought Focus groups (Expectations) In-depth Interviews Perception of medium Time spent Digital census (devices) Frequency of use Online surveysDuring viewing Engagement Neuroscience/biometrics Cross-platform use Ethnography/in-depth interviews and Emotions observation Purchase intent Recall Focus groups Recognition Online panels MemorabilityPost viewing Surveys Favorability Single source surveys Satisfaction of Expectations Data fusion Complementary use of additional screen to connect with others or delve deeper into narrative elements #ARFAM6
  18. 18. Video Media Taxonomy – ResearchRoadmap
  19. 19. Future Directions:Recommendations1. Build from a taxonomy to an information architecture.2. Cross-platform media use cases require cross-platform metrics.3. Multi-trait-multi-method matrix approach needed.4. “Linked Content” research needed to better understand the evolution of video and social media.5. Business models need to be better informed by research.6. Search, discovery and selection – finding useful interfaces.7. We need to think about research on an “Internet scale.” #ARFAM6
  20. 20. UX: Next Steps June 16th Webinar-ARF Attendees invited 2:30 PM EST Archive of reviewed research on CRE website – www.researchexcellence.com Series of forums for industry discussion CRE will issue RFP’s for empirical research in 4th Q 2011 #ARFAM6

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