Sensitizing Vignettes for Retrieving Rich Data
from Self-Reports in Design Research
Mentor: Pieter Desmet
Outline of the Presentation:
1. Introduction to the Research
2. Literature Overview
3. Exploration: Adapting Vignettes in ...
1. Introduction to the Research
In short, in design discipline, there seems to be a need for a research tool
that gives rich insights about subjective fee...
‛vignettes are short descrihtions of a herson or social situation that contain
precise references to what are thought to b...
2. Literature Overview
Till now vignettes have been utilized in different disciplines and
studies such as psychology, sociology, business, manage...
Alexander
and
Becker
(1978)
• attitudes of people
towards rape and
beating
victimization
Alexander
and
Becker
(1978)
• und...
‛At 9:00 P.M. on Juli 21, 1975, a woman deharted a downtown dehartment store and hroceeded
toward her car which was parked...
‛At 9:00 P.M. on Juli 21, 1975, a woman deharted a downtown dehartment store and hroceeded
toward her car which was parked...
Vignettes can be:
provide greater
realism
enhance validity
make participants feel
in comfort
reduce language
problems
enable recalling past
...
should be representative
of the phenomena
should be realistic
should fit the
respondents
tone should be
compatible with th...
3. Exploration: Adapting Vignettes in Design Research
Aim & Challange: using the vignette method in a different way & rationalizing the
method in design research
Vignettes
as
s...
The First Test |
Developing vignettes
• Emotion set
• Diversification of vignettes
• Wording & linguistics
• Product categ...
Emotion set: had to be reasonable
in terms of being available to be
utilized in design research,i.e, being
related to desi...
Diversification of Vignettes:
• Focusing on material qualities of the product: material quality based vignettes
• Focusing...
Wording & linguistics: were very crucial for participant involvement, intimacy &
truthiness of the self reports.
• First p...
Product category:
Mobile phones were chosen to be explored considering the involvement of wide
range of aspects that could...
The First Test |
Testing vignettes
• 3 vignettes per emotion were written and the questionnaires consisted of 21
vignettes...
university
students
new
graduates
Age:
22-25
The First Test |
Results
• Language problems were still observed.
E.g. When the expected result was ‘sadness’, few of the ...
• The amount of the participants who selected the expected emotion was higher
in the negative emotions than the positive o...
So. . .
Another study was needed to be conducted:
• With the single words of emotions and related vignettes together, to e...
4. Application: Vignettes in Design Research (Main Study)
Would a vignette together with the single word of emotion would sensitize the
participant more than the single word of emo...
Main Study
• 2 types of questionnaires were prepared for each product category:
questionnaire with the single word of the ...
university
students
new
graduates
Age:
22-30
5. Main Findings
• When a vignette is provided, people tend to write more personal experiences;
so richer insights could be obtained.
• Par...
• Vignettes do direct the participants to a certain extent.
• Participants mostly tended to share their usage context or s...
6. Conclusion of the Research Project
In conclusion,
usage of vignettes in design research in the manner that these studies
proposed can constitute valuable dat...
So, what can be next?
Thank you for your time and attention!
Sensitizing Vignettes for Retrieving Rich Data from Self-Reports in Design Research
Sensitizing Vignettes for Retrieving Rich Data from Self-Reports in Design Research
Sensitizing Vignettes for Retrieving Rich Data from Self-Reports in Design Research
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Sensitizing Vignettes for Retrieving Rich Data from Self-Reports in Design Research

  1. 1. Sensitizing Vignettes for Retrieving Rich Data from Self-Reports in Design Research Mentor: Pieter Desmet
  2. 2. Outline of the Presentation: 1. Introduction to the Research 2. Literature Overview 3. Exploration: Adapting Vignettes in Design Research 4. Application: Vignettes in Design Research (Main Study) 5. Main Findings 6. Conclusion of the Research Project
  3. 3. 1. Introduction to the Research
  4. 4. In short, in design discipline, there seems to be a need for a research tool that gives rich insights about subjective feelings that can overcome the drawbacks of the current methods used which are mainly consisted of language problems, lack of support in sensitizing the participants and recalling the past experiences.
  5. 5. ‛vignettes are short descrihtions of a herson or social situation that contain precise references to what are thought to be the most important factors in the decision-making or judgment-making hrocesses of reshondents.‚ (Alexander and Becker 1978)
  6. 6. 2. Literature Overview
  7. 7. Till now vignettes have been utilized in different disciplines and studies such as psychology, sociology, business, management, marketing, health and crime.
  8. 8. Alexander and Becker (1978) • attitudes of people towards rape and beating victimization Alexander and Becker (1978) • understanding how employers consider on-the-job drinking by employees Soydan and Stal (1994) • a cross-cultural social work research about the delivery of social services Tran (2004) • to retrieve emotions elicited by participants about the decision-making processes in management teams Caro et al. (2009) • perceptions of widowed elderly women considering their residential choices previous studies with vignettes
  9. 9. ‛At 9:00 P.M. on Juli 21, 1975, a woman deharted a downtown dehartment store and hroceeded toward her car which was parked on a side street. A man who was walking in the same direction began to follow her and less than one block from her car, stopped her. The victim was (raped/beaten). The assailant fled on foot taking with him the contents of her purse. Police investigation disclosed the victim to be Rita Saunders, a (married/ divorced) 25 year-old white female, 5'3" tall and 120 lbs. She was interviewed in the hospital emergency room where she stated that her assailant was a (casual acquaintance/total stranger) and that she (had not struggled with him/had struggled with the assailant, biting and scratching him). At the time of the interview, Rita was wearing a (halter top and shorts/ flowered print dress). Medical examination disclosed that she had (sustained minor scratches and bruises/had severe lacerations and a broken jaw) as a result of the attack. Anthony Simon, 5'11", 180 lbs. White male was later apprehended and charged with (rahe/assault).‚ (Alexander and Becker 1978)
  10. 10. ‛At 9:00 P.M. on Juli 21, 1975, a woman deharted a downtown dehartment store and hroceeded toward her car which was parked on a side street. A man who was walking in the same direction began to follow her and less than one block from her car, stopped her. The victim was (raped/beaten). The assailant fled on foot taking with him the contents of her purse. Police investigation disclosed the victim to be Rita Saunders, a (married/ divorced) 25 year-old white female, 5'3" tall and 120 lbs. She was interviewed in the hospital emergency room where she stated that her assailant was a (casual acquaintance/total stranger) and that she (had not struggled with him/had struggled with the assailant, biting and scratching him). At the time of the interview, Rita was wearing a (halter top and shorts/ flowered print dress). Medical examination disclosed that she had (sustained minor scratches and bruises/had severe lacerations and a broken jaw) as a result of the attack. Anthony Simon, 5'11", 180 lbs. White male was later apprehended and charged with (rahe/assault).‚ (Alexander and Becker 1978)
  11. 11. Vignettes can be:
  12. 12. provide greater realism enhance validity make participants feel in comfort reduce language problems enable recalling past experiences make the situation easier to imagine and put yourselft into strengths may be directing may be time- consuming to design the research may be time- consuming for the participant drawbacks vignettes vignettes
  13. 13. should be representative of the phenomena should be realistic should fit the respondents tone should be compatible with the research and the content length and should be appropriate in terms of time precise wording is very important criteria for good vignettes Wason et al., 2002 vignettes
  14. 14. 3. Exploration: Adapting Vignettes in Design Research
  15. 15. Aim & Challange: using the vignette method in a different way & rationalizing the method in design research Vignettes as stimulus Products as stimulus Vignettes as sensitizers Social sciences Design research
  16. 16. The First Test | Developing vignettes • Emotion set • Diversification of vignettes • Wording & linguistics • Product category
  17. 17. Emotion set: had to be reasonable in terms of being available to be utilized in design research,i.e, being related to design & up-to-date. • New Premo (Desmet, 2006) • 3 vignettes for each emotion
  18. 18. Diversification of Vignettes: • Focusing on material qualities of the product: material quality based vignettes • Focusing on a feature of the product: feature based vignettes • Focusing on usage context/situation: usage context/situation based vignettes
  19. 19. Wording & linguistics: were very crucial for participant involvement, intimacy & truthiness of the self reports. • First person: to enable the participant to identify himself with the user in the situation mentioned in that vignette • Informal language: to enable the participant to respond in an intimate and informal way • Short sentences: to reduce possible language barrier problems. & to keep the attention of the participant alive by providing ease in comprehension.
  20. 20. Product category: Mobile phones were chosen to be explored considering the involvement of wide range of aspects that could evoke all the emotions in the chosen emotion set & the familiarity with the chosen product category.
  21. 21. The First Test | Testing vignettes • 3 vignettes per emotion were written and the questionnaires consisted of 21 vignettes were handed out to 10 sets of participants, 20 people in total. • The handed out questionnaires were 2 different ones to minimize the time and effort per participant since one set is normally comprised of 42 vignettes. • The questionnaires embodied vignettes that were written addressing a certain emotion and seven choices of emotions, either hositive or negative, and one ‘other’ choice.
  22. 22. university students new graduates Age: 22-25
  23. 23. The First Test | Results • Language problems were still observed. E.g. When the expected result was ‘sadness’, few of the harticihants did not select it, but wrote ‘disahhointment’ in the ohtion hrovided as ‘other’, or ‘monotonous’ instead of ‘boredom’. This shows that the single word of the emotion itself could be supported by related vignettes, as a double check in the following studies.
  24. 24. • The amount of the participants who selected the expected emotion was higher in the negative emotions than the positive ones. It was easier and clear to make distinctions between the negative emotions. However, it was way more difficult to express the positive ones. • All of the participants answered the questions. The participant involvement was high, due to the previous decisions while developing vignettes about wording and linguistics, as well as the product category.
  25. 25. So. . . Another study was needed to be conducted: • With the single words of emotions and related vignettes together, to examine whether it would be easier to comprehend than this study. • With different product categories since as the aspects involved in a specific product category changes, the emotions that are evoked and the distribution of the three types of vignettes might change.
  26. 26. 4. Application: Vignettes in Design Research (Main Study)
  27. 27. Would a vignette together with the single word of emotion would sensitize the participant more than the single word of emotion itself; and as a result, would generate rich insights for the researcher, and also the designer ?
  28. 28. Main Study • 2 types of questionnaires were prepared for each product category: questionnaire with the single word of the emotion and one related vignette together & questionnaire just with the name of the emotion • The participants were asked to write one vignette for each emotion. • Each questionnaire was handed out to 5 participants according to availability, in total 20 participants • Coffee machines & epilators were chosen as product categories.
  29. 29. university students new graduates Age: 22-30
  30. 30. 5. Main Findings
  31. 31. • When a vignette is provided, people tend to write more personal experiences; so richer insights could be obtained. • Participants had difficulties to understand the meaning of the word of emotion or to recall their previous experiences without the assistance of vignettes. • Vignettes help the participants to better understand the meaning of the given emotions in addition to sensitize them more.
  32. 32. • Vignettes do direct the participants to a certain extent. • Participants mostly tended to share their usage context or situation based experiences than the material based experiences.
  33. 33. 6. Conclusion of the Research Project
  34. 34. In conclusion, usage of vignettes in design research in the manner that these studies proposed can constitute valuable data and rich insights for designers and design researchers while retrieving self-reports.
  35. 35. So, what can be next?
  36. 36. Thank you for your time and attention!

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