4. The professor of psychology department in Beijing University Wang
Dengfeng adapted the Big Five of personality model into Big Seven in
Chinese context with definition of more delicate expression of Chinese
citizens.
We chose the QQ Emoticon based on the scientific rational behind the
QQ Emoticon design which will be analyzed in the literature review part
in detail.
4
Introduction Basis
5. Survey
Pilot Test
Excel sorting
Affinity Diagram by the descriptors
Focus group for emotion detection and emoticon selection
QQ Emoticon pre-selection
Literature review
5
Introduction
Approach
7. ► The design of QQ Emoticon based on scientific research
◊ Culture Japanese scholar Tomoko Koda and Holland scholar mentioned in Cultural
Differences in Using Facial Parts as Cues to Recognize Emotions in Avatars
◊ Behavior Liu Xiaoyan combined methods of questionnaire and experiment to study the
recognition difference between westerners and easterners, and the influence of
picture attribute on picture recognition.
◊ Psychological Study of Smilies Online with geographical perspective, shows that QQ
Emoticon accords with Gestalt psychology, human imagination and visual law.
► The large user base of QQ Emoticon
◊ iResearch survey except for the text message, Emoticon has become the most widely
used function while chatting. 51.7% of the respondents use emoticon very often
7
Identify Emoticons Literature review
8. ► Research questions
◊ What emotions do users experience/not experience and why?
◊ What emotions are most/least important and why?
◊ What is the emoticon most suitable for representing their major
emotions?
8
Identify Emoticons Focus group
9. ► Participant Profile
Participants were recruited and assembled to cross-represent criteria
including:
◊ Age
◊ Gender
◊ Major
◊ Use of productivity software
◊ Gmail, Dropbox, Keynote, Pages, Evernote……
9
Identify Emoticons Focus group
13. Identify Emoticons
► Focus group design
Before the focus group we asked
each individual to: identify a piece
of software they have a positive
experience and a piece of software
they have a negative experience;
the reasoning for these experiences;
and the emotions experienced
13
Focus group
14. ► Focus group design
At the beginning of the focus group
we got people to talk about their
positive and negative experiences
with software and the emotions
experienced
14Identify Emoticons
Focus group
15. ► Focus group design
3. Using the 54 basic QQ emoticons
we selected, we asked the
participants to
① Pick out the emoticons they think
that can represent their emotions
that are experienced during the
use of software
② Remove the emoticons that
cannot represent their emotions
they have experienced
15Identify Emoticons
Focus group
16. ► Focus group design
③ Categorize the emoticons they
have picked out as either positive
or negative
16Identify Emoticons
Focus group
17. ► Focus group design
④ Create clusters of related emoticons
⑤ Give a descriptor for each clusters
they have created
17Identify Emoticons
Focus group
18. ► Focus group design
⑥ Rank the clusters of the emoticons
by the importance of the
emotions they have experienced
⑦ Select one QQ emotion in each of
the clusters that they think can
represent that cluster.
18Identify Emoticons
Focus group
19. 19
Data Analysis
◊ Method 1—Affinity Diagram by the descriptors
Identify Emoticons Focus group
20. 20
Data Analysis
◊ Method 1—Affinity Diagram by the descriptors
困惑
享受
满意
烦躁
得意
愤怒
吃惊
忧伤
开心
困惑
享受
满意
烦躁
得意
愤怒
忧伤
吃惊
Identify Emoticons Focus group
26. approval
happy
complacent; proud; cool
angry; furious
confused
Tortured; crazy
sad
We showed the 7 emoticons to
5 users, who are of the same
age of our target. Participants
were asked to write 2-3 words
to describe the emotion of
each emoticon
26Validation
Pilot Test
27. ► Develop Questions
◊ For each of the seven emotions, we
asked the respondents that to what
degree they feel the emotion
mentioned in the question, using the
emoticon instead of words.
◊ In addition, we also created one
question around expectations.
Develop Scale/ Response
◊ Quantitative
4-point Likert Scale
Agree Strongly Disagree
Strongly Agree Disagree
◊ Qualitative
follow-up explanation
27
Validation Survey
28. 1.请问您使用过手机QQ邮箱APP吗？
a. 使用过 b. 没使用过
2.请在下列选项中，选出最符合您使用手机QQ邮箱APP
的使用感受的陈述；并请陈述原因。
a. 超出期待 b. 符合期待 c. 没有达到期待
请陈述原因：
3.您在使用手机QQ邮箱时，心情是 并请说明原因。
a. 很同意 b. 同意 c. 不同意 d. 很不同意
请陈述原因：
4.您在使用手机QQ邮箱时，心情是 并请说明原因。
a. 很同意 b. 同意 c. 不同意 d. 很不同意
请陈述原因：
…………
28Validation
Survey
► Deliverable Survey
30. Analysis and
Reporting
Datasheet for “expectation” responses
Total participants 22
Condition Count Percentage
Exceeded expectations 3 14%
Met expectations 17 77%
Not met expectations 2 9%
1. List the info about Expectations on
this sheet.
2. Enter the total number of
participants in the top cell.
3. Count refers to the number of
person who selected each of the
expectation conditions.
4. The Percentage column calculates
the percentage of participants
choosing that condition.
5. Either chart below could help
communicate the results.
30
32. Analysis and
Reporting
1. List the info about the Emoticons on
this sheet.
2. Enter the total number of
participants who either chose
Agree or Strongly Agree for each
emoticon in the Count column.
3. The Percentage column calculates
the percentage of participants who
fell like the emoticons.
4. Either chart below could help
communicate the results.
32
Datasheet for enterting “emoticon” information
Total participants 22
EM Tool Emoticons Count Percentage
Part Ba 13 59%
Part Bb 14 64%
Part Bc 11 50%
Part Bd 6 27%
Part Be 6 27%
Part Bf 6 27%
Part Bg 5 23%
