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Aga Bojko - NeuroUX: Smoke and Mirrors or the Future of UX Research

The document discusses emerging methods for user experience research, including facial expression recognition, brain imaging using fMRI and EEG, and eye tracking. It notes both advantages and limitations of these methods. Specifically, it discusses how facial expressions can indicate emotions, how fMRI and EEG are used to study brain activity related to cognition and emotion, and how eye tracking provides insights into visual attention and cognitive processing. The document advocates that UX researchers cautiously adopt these new methods while being aware of their limitations and proper interpretation.

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n eu r oUX @agabojko smoke and mirrors or the future of user experience research? Aga Bojko, GfK User Centric neljapäev, 29. november 12
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Image Source: http://talipsisman.deviantart.com/art/Future-City-182675382 neljapäev, 29. november 12 “you should talk about the future of UX”
yeah OK, let me just get my crystal ball… neljapäev, 29. november 12
emerging UX research methods neljapäev, 29. november 12
what about old-school research methods? neljapäev, 29. november 12
observing what people do neljapäev, 29. november 12
listening to what people say neljapäev, 29. november 12
user testing = foundation of UX research neljapäev, 29. november 12
but the UX field is maturing… neljapäev, 29. november 12
people have many options neljapäev, 29. november 12
people have many options neljapäev, 29. november 12
people have many options neljapäev, 29. november 12
same product, different brands neljapäev, 29. november 12
usability is not enough to win the race neljapäev, 29. november 12
experiences must exceed expectations neljapäev, 29. november 12
but how do we measure that? neljapäev, 29. november 12
what do users think? how do they feel? neljapäev, 29. november 12
UX researchers are digging deeper neljapäev, 29. november 12
starting to use sophisticated instruments neljapäev, 29. november 12
to understand biological reactions neljapäev, 29. november 12
recognizing facial expressions neljapäev, 29. november 12
measuring brain activity neljapäev, 29. november 12
tracking users’ eye movements neljapäev, 29. november 12
to better understand the user experience neljapäev, 29. november 12
recognizing facial expressions neljapäev, 29. november 12
why care about facial expressions? neljapäev, 29. november 12
facial expressions indicate emotions neljapäev, 29. november 12
facial expressions indicate emotions neljapäev, 29. november 12
facial expressions indicate emotions neljapäev, 29. november 12
from Charles Darwin to Paul Ekman neljapäev, 29. november 12
facial action coding system (FACS) neljapäev, 29. november 12
Anger: 4+5+7+23 Disgust: 9+15+16 Fear: 1+2+4+5+20+26 Happiness: 6+12 Sadness: 1+4+15 Surprise: 1+2+5B+26 Contempt: R12A+R14A FACS affect interpretation dictionary neljapäev, 29. november 12
Image Source: http://www.emg-eeg.com/tag/beyin-damar-ultrasonu neljapäev, 29. november 12 facial electromyography (fEMG)
video-based solutions are less intrusive neljapäev, 29. november 12
Image Source: http://thirdsight.co/products/emovision/ neljapäev, 29. november 12 EmoVision dashboard
Image Source: http://www.noldus.com/human-behavior-research/products/facereader neljapäev, 29. november 12 FaceReader dashboard
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requires stable head (no talking!) neljapäev, 29. november 12
no face touching neljapäev, 29. november 12
doesn’t work well with glasses neljapäev, 29. november 12
facial hair can be a problem neljapäev, 29. november 12
needs more lighting than usual neljapäev, 29. november 12
recognizes simple & strong expressions neljapäev, 29. november 12
recognizes simple & strong expressions neljapäev, 29. november 12
…but participants’ expressions are subtle neljapäev, 29. november 12
m e as u ring br ain a ctivity neljapäev, 29. november 12
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brain parts map to cognitive functions neljapäev, 29. november 12
fMRI = functional magnetic resonance imaging neljapäev, 29. november 12
fMRI machine = giant donut magnet neljapäev, 29. november 12
loud and you can’t move neljapäev, 29. november 12
Image Source: http://www.news.wisc.edu/newsphotos/davidson08.html neljapäev, 29. november 12 the control room
Image Source: http://www.news.wisc.edu/newsphotos/davidson08.html neljapäev, 29. november 12 the control room
the brain is always on neljapäev, 29. november 12
ge Source: http://www.baars-gage.com/ to learn anything, we must subtract neljapäev, 29. november 12
if we want to see where emotions live… neljapäev, 29. november 12
Image Source: http://www.baars-gage.co neljapäev, 29. november 12
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e Source: http://www.moderncancertreatments.com/heart-health/ neljapäev, 29. november 12 coke vs. pepsi fMRI study
published in “neuron” in 2004 Article Source: http://www.sciencedirect.com/science/article/pii/S0896627304006129 neljapäev, 29. november 12
what participants saw and tasted Image Source: http://www.yalescientific.org/2011/05/your-brain-on-food neljapäev, 29. november 12
how did the brain react? ? neljapäev, 29. november 12
how did the brain react? [ brand-cued brain activity [ - [ light-cued brain activity [ = hippocampus DLPFC neljapäev, 29. november 12
pepsi = taste coke = taste + brand neljapäev, 29. november 12
who uses fMRI to understand users? neljapäev, 29. november 12
who uses fMRI to understand users? neljapäev, 29. november 12
who uses fMRI to understand users? neljapäev, 29. november 12
who uses fMRI to understand users? neljapäev, 29. november 12
low temporal resolution (slow) neljapäev, 29. november 12
subjects can’t move Image Source: http://www.newswise.com/articles/intervention-helps-children-with-sickle-cell-disease-complete-mri-tests-without-sedation neljapäev, 29. november 12
costs $1 to 5 million neljapäev, 29. november 12
Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.html neljapäev, 29. november 12 weighs 5 – 10 tons
Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.html neljapäev, 29. november 12 not very portable
Image Source: http://practicalfmri.blogspot.com/2012/05/3-t-gets-new-home.html neljapäev, 29. november 12 not very portable
Image Source: http://stopczynski.com/category/uncategorized/ neljapäev, 29. november 12 EEG = electroencephalography
electrical activity of the brain (raw data) neljapäev, 29. november 12
“doesn’t show valence” neljapäev, 29. november 12
but showing valence seems to be possible neljapäev, 29. november 12
cheaper and more portable than fMRI neljapäev, 29. november 12
better temporal resolution (real-time) neljapäev, 29. november 12
rce: https://share.sandia.gov/news/resources/news_releases/brain_study/ neljapäev, 29. november 12 conductive gel but no hair gel
Image Source: http://www.fuelyourproductdesign.com/mind-control-is-the-next-user-interface/ neljapäev, 29. november 12 emotiv headset (dry EEG)
poor spatial resolution (best for surface) neljapäev, 29. november 12
we must bridge the gap neljapäev, 29. november 12
e ye tr acking neljapäev, 29. november 12
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way back when neljapäev, 29. november 12
NOW: misleadingly easy  a lot of misuse neljapäev, 29. november 12
why do the eyes move? neljapäev, 29. november 12