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Who are the users of a video search system?
Classifying a heterogeneous group with a Profile Matrix
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
Max Kemman, Martijn Kleppe, Henri BeundersErasmus University Rotterdam
www.axes-project.eu
User research
• Understanding the user [3, 4]– Acceptance– Performance– Capabilities– Weaknesses
• Goal– Creating systems that are intuitive and helpful to
the users
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
[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
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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
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
[1] D. O. Case, Looking for Information - A Survey of Research on Information Seeking, Needs, and Behavior, vol. 29, no. 3. San Diego Academic Press, 2002
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Research question
Can we classify (sub)groups of users in a heterogeneous group of people and describe their characteristics using the Profile Matrix?
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
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Profile Matrix• Two axes [5]• Experience [3]– Amount of skills a
user may have or lack
• Goal-directedness [7]– Navigators– Explorers
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
Goal-directed Non-goal-directed
Experienced
Inexperienced
[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 16th international conference on World Wide Web - WWW ’07, pp. 21-30, 2007.
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Experienced
Inexperienced
• Going directly for a specific goal, or wandering around• Navigators versus Explorers• Self-evaluated 7-point semantic
differential– Content: what– Location: where– Structure: how– Resource: adjust
• Cronbach’s α=0.753• Aggregated to linear scale from -2 to 2
Goal-directedness axis
Goal-directed Non-goal-directed
-2 1 0 1 2
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
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• Amount of skills a user may have or lack• Self-evaluated 5-point Likert scale
• Cronbach’s α=0.711• Aggregated to linear scale from -2 to 2
Goal-directed Non-goal-directed
Experience axis
Experienced
Inexperienced
2
1
0
-1
-2
Features• Share• Subtitles• Reuse• Full-screen• Quality
Search• Success• Ease
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
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How Profile Matrix worksSuppose we have a crowd of people...
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
http://www.flickr.com/photos/caitlinator/4006198703/
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How Profile Matrix works...we can distinguish groups based on roles or demographics...
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
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How Profile Matrix works...and then place these groups on a Profile Matrix
Experienced
Inexperienced
Goal-directed Non-goal-directed
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
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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 onlineWho are the users of a video search system?
WIAMIS'12 Dublin 23-25 May 2012
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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 Accesshttps://easy.dans.knaw.nl/ui/datasets/id/easy-dataset:49793
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
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Majority appears to be inexperienced and goal-directed
Results: Overall Profile Matrix
Experienced
Inexperienced
Goal-directed Non-goal-directed-2 -1.5 -1 -0.5 0 0.5 1 1.5 2
-2
-1.5
-1
-0.5
0
0.5
1
1.5
2
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
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-1 -0.9 -0.8 -0.7 -0.6 -0.5 -0.4 -0.3 -0.2 -0.1 0
-1
-0.8
-0.6
-0.4
-0.2
0
0.2
0.4
Series1
• All averages within goal-directed half• Hours per week• Significant differences in experience between
all groups
Results: Consumption Profile Matrix
Goal-directed
Inexperienced
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
>8h 4-8h 1-4h <1h
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-1 -0.8 -0.6 -0.4 -0.2 0
-1
-0.8
-0.6
-0.4
-0.2
0
Series1
• All averages within inexperienced goal-directed quadrant
• Significant differences in experience between– 18-24 and 45-54– 18-24 and 55+– 25-34 and 45-54– 25-34 and 55+– 35-44 and 45-54– 35-44 and 55+
Results: Age Profile Matrix
Goal-directed
18-24 25-34 35-44
45-54 55+
Inexperienced
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
<45
≥45
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-1.0 -0.8 -0.6 -0.4 -0.2 0.0
-1
-0.8
-0.6
-0.4
-0.2
0
Series1
• All averages within inexperienced goal-directed quadrant
• No significant differences
Results: Education Profile Matrix
Goal-directed
PrimarySecundaryHigher
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012
Inexperienced
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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? WIAMIS'12 Dublin 23-25 May 2012
www.axes-project.eu
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 systemsWho are the users of a video search system?
WIAMIS'12 Dublin 23-25 May 2012
www.axes-project.eu
Questions or comments?
Do you think this is useful?
Contact:Max Kemman
Who are the users of a video search system? WIAMIS'12 Dublin 23-25 May 2012