Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas

Joni Salminen, Soon Gyo Jung, Bernard Jansen, Lene Nielsen, Jisun An, Haewoon Kwak

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

To more effectively convey relevant information to end users of persona profiles, we conducted a user study consisting of 29 participants engaging with three persona layout treatments. We were interested in confusion engendered by the treatments on the participants, and conducted a within-subjects study in the actual work environment, using eye-tracking and talk-aloud data collection. We coded the verbal data into classes of informativeness and confusion and correlated it with fixations and durations on the Areas of Interests recorded by the eyetracking device. We used various analysis techniques, including Mann-Whitney, regression, and Levenshtein distance, to investigate how confused users differed from non-confused users, what information of the personas caused confusion, and what were the predictors of confusion of end users of personas. We consolidate our various findings into a confusion ratio measure, which highlights in a succinct manner the most confusing elements of the personas. Findings show that inconsistencies among the informational elements of the persona generate the most confusion, especially with the elements of images and social media quotes. The research has implications for the design of personas and related information products, such as user profiling and customer segmentation.

Original languageEnglish
Title of host publicationCHIIR 2018 - Proceedings of the 2018 Conference on Human Information Interaction and Retrieval
PublisherAssociation for Computing Machinery, Inc
Pages110-119
Number of pages10
Volume2018-March
ISBN (Electronic)9781450349253
DOIs
Publication statusPublished - 1 Feb 2018
Event3rd ACM SIGIR Conference on Human Information Interaction and Retrieval, CHIIR 2018 - New Brunswick, United States
Duration: 11 Mar 201815 Mar 2018

Other

Other3rd ACM SIGIR Conference on Human Information Interaction and Retrieval, CHIIR 2018
CountryUnited States
CityNew Brunswick
Period11/3/1815/3/18

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Information Systems

Cite this

Salminen, J., Jung, S. G., Jansen, B., Nielsen, L., An, J., & Kwak, H. (2018). Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas. In CHIIR 2018 - Proceedings of the 2018 Conference on Human Information Interaction and Retrieval (Vol. 2018-March, pp. 110-119). Association for Computing Machinery, Inc. https://doi.org/10.1145/3176349.3176391

Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas. / Salminen, Joni; Jung, Soon Gyo; Jansen, Bernard; Nielsen, Lene; An, Jisun; Kwak, Haewoon.

CHIIR 2018 - Proceedings of the 2018 Conference on Human Information Interaction and Retrieval. Vol. 2018-March Association for Computing Machinery, Inc, 2018. p. 110-119.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Salminen, J, Jung, SG, Jansen, B, Nielsen, L, An, J & Kwak, H 2018, Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas. in CHIIR 2018 - Proceedings of the 2018 Conference on Human Information Interaction and Retrieval. vol. 2018-March, Association for Computing Machinery, Inc, pp. 110-119, 3rd ACM SIGIR Conference on Human Information Interaction and Retrieval, CHIIR 2018, New Brunswick, United States, 11/3/18. https://doi.org/10.1145/3176349.3176391
Salminen J, Jung SG, Jansen B, Nielsen L, An J, Kwak H. Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas. In CHIIR 2018 - Proceedings of the 2018 Conference on Human Information Interaction and Retrieval. Vol. 2018-March. Association for Computing Machinery, Inc. 2018. p. 110-119 https://doi.org/10.1145/3176349.3176391
Salminen, Joni ; Jung, Soon Gyo ; Jansen, Bernard ; Nielsen, Lene ; An, Jisun ; Kwak, Haewoon. / Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas. CHIIR 2018 - Proceedings of the 2018 Conference on Human Information Interaction and Retrieval. Vol. 2018-March Association for Computing Machinery, Inc, 2018. pp. 110-119
@inproceedings{5e3dd5fad3134945ba3e75698f186a48,
title = "Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas",
abstract = "To more effectively convey relevant information to end users of persona profiles, we conducted a user study consisting of 29 participants engaging with three persona layout treatments. We were interested in confusion engendered by the treatments on the participants, and conducted a within-subjects study in the actual work environment, using eye-tracking and talk-aloud data collection. We coded the verbal data into classes of informativeness and confusion and correlated it with fixations and durations on the Areas of Interests recorded by the eyetracking device. We used various analysis techniques, including Mann-Whitney, regression, and Levenshtein distance, to investigate how confused users differed from non-confused users, what information of the personas caused confusion, and what were the predictors of confusion of end users of personas. We consolidate our various findings into a confusion ratio measure, which highlights in a succinct manner the most confusing elements of the personas. Findings show that inconsistencies among the informational elements of the persona generate the most confusion, especially with the elements of images and social media quotes. The research has implications for the design of personas and related information products, such as user profiling and customer segmentation.",
author = "Joni Salminen and Jung, {Soon Gyo} and Bernard Jansen and Lene Nielsen and Jisun An and Haewoon Kwak",
year = "2018",
month = "2",
day = "1",
doi = "10.1145/3176349.3176391",
language = "English",
volume = "2018-March",
pages = "110--119",
booktitle = "CHIIR 2018 - Proceedings of the 2018 Conference on Human Information Interaction and Retrieval",
publisher = "Association for Computing Machinery, Inc",

}

TY - GEN

T1 - Fixation and confusion – investigating eye-tracking participants’ exposure to information in personas

AU - Salminen, Joni

AU - Jung, Soon Gyo

AU - Jansen, Bernard

AU - Nielsen, Lene

AU - An, Jisun

AU - Kwak, Haewoon

PY - 2018/2/1

Y1 - 2018/2/1

N2 - To more effectively convey relevant information to end users of persona profiles, we conducted a user study consisting of 29 participants engaging with three persona layout treatments. We were interested in confusion engendered by the treatments on the participants, and conducted a within-subjects study in the actual work environment, using eye-tracking and talk-aloud data collection. We coded the verbal data into classes of informativeness and confusion and correlated it with fixations and durations on the Areas of Interests recorded by the eyetracking device. We used various analysis techniques, including Mann-Whitney, regression, and Levenshtein distance, to investigate how confused users differed from non-confused users, what information of the personas caused confusion, and what were the predictors of confusion of end users of personas. We consolidate our various findings into a confusion ratio measure, which highlights in a succinct manner the most confusing elements of the personas. Findings show that inconsistencies among the informational elements of the persona generate the most confusion, especially with the elements of images and social media quotes. The research has implications for the design of personas and related information products, such as user profiling and customer segmentation.

AB - To more effectively convey relevant information to end users of persona profiles, we conducted a user study consisting of 29 participants engaging with three persona layout treatments. We were interested in confusion engendered by the treatments on the participants, and conducted a within-subjects study in the actual work environment, using eye-tracking and talk-aloud data collection. We coded the verbal data into classes of informativeness and confusion and correlated it with fixations and durations on the Areas of Interests recorded by the eyetracking device. We used various analysis techniques, including Mann-Whitney, regression, and Levenshtein distance, to investigate how confused users differed from non-confused users, what information of the personas caused confusion, and what were the predictors of confusion of end users of personas. We consolidate our various findings into a confusion ratio measure, which highlights in a succinct manner the most confusing elements of the personas. Findings show that inconsistencies among the informational elements of the persona generate the most confusion, especially with the elements of images and social media quotes. The research has implications for the design of personas and related information products, such as user profiling and customer segmentation.

UR - http://www.scopus.com/inward/record.url?scp=85050508182&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85050508182&partnerID=8YFLogxK

U2 - 10.1145/3176349.3176391

DO - 10.1145/3176349.3176391

M3 - Conference contribution

VL - 2018-March

SP - 110

EP - 119

BT - CHIIR 2018 - Proceedings of the 2018 Conference on Human Information Interaction and Retrieval

PB - Association for Computing Machinery, Inc

ER -