{"id":62,"date":"2022-07-28T09:29:16","date_gmt":"2022-07-28T09:29:16","guid":{"rendered":"https:\/\/metric.qcri.org\/blog\/?p=62"},"modified":"2022-07-28T09:29:17","modified_gmt":"2022-07-28T09:29:17","slug":"fixation-and-confusion-investigating-eye-tracking-participants-exposure-to-information-in-personas","status":"publish","type":"post","link":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/fixation-and-confusion-investigating-eye-tracking-participants-exposure-to-information-in-personas\/","title":{"rendered":"Fixation and Confusion \u2013 Investigating Eye-tracking Participants\u2019 Exposure to Information in Personas"},"content":{"rendered":"\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

The research has implications for the design of personas and related information products, such as user profiling and customer segmentation.<\/p>\n\n\n\n

Salminen, J.,\u00a0Jansen, B. J., An, J., Jung, S.G., Nielsen, L., and Kwak, H. (2018)\u00a0Fixation and Confusion \u2013 Investigating Eye-tracking Participants\u2019 Exposure to Information in Personas<\/a>. ACM SIGIR Conference on Human Information Interaction and Retrieval (CHIIR2018), New Brunswick, New Jersey, USA, 11-15 March.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

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. … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-62","post","type-post","status-publish","format-standard","hentry","category-user-study"],"jetpack_featured_media_url":"","jetpack-related-posts":[{"id":28,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/confusion-and-information-triggered-by-photos-in-persona-profiles\/","url_meta":{"origin":62,"position":0},"title":"Confusion and Information Triggered by Photos in Persona Profiles","date":"July 28, 2022","format":false,"excerpt":"We investigate whether additional photos beyond a single headshot makes a persona profile more informative without confusing the end user. We conduct an eye-tracking experiment and qualitative interviews with digital content creators after varying the persona in photos via a single headshot, a headshot and photo of the persona in\u2026","rel":"","context":"In "user study"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":52,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/confusion-prediction-from-eye-tracking-data-experiments-with-machine-learning\/","url_meta":{"origin":62,"position":1},"title":"Confusion Prediction from Eye-Tracking Data: Experiments with Machine Learning","date":"July 28, 2022","format":false,"excerpt":"Predicting user confusion can help improve information presentation on websites, mobile apps, and virtual reality interfaces. One promising information source for such prediction is eye-tracking data about gaze movements on the screen. Coupled with think-aloud records, we explore if user\u2019s confusion is correlated with primarily fixation-level features. We find that\u2026","rel":"","context":"In "user study"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":36,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/comparing-persona-analytics-and-social-media-analytics-for-a-user-centric-task-using-eye-tracking-and-think-aloud\/","url_meta":{"origin":62,"position":2},"title":"Comparing Persona Analytics and Social Media Analytics for a User-Centric Task Using Eye-Tracking and Think-Aloud","date":"July 28, 2022","format":false,"excerpt":"We compare a data-driven persona system and an analytics system for efficiency and effectiveness for a user identification task. Findings from the 34-participant experiment show that the data-driven persona system affords faster task completion, is easier for users to engage with, and provides better user identification accuracy. Eye-tracking data indicates\u2026","rel":"","context":"In "user study"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":60,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/findings-of-a-user-study-of-automatically-generated-personas\/","url_meta":{"origin":62,"position":3},"title":"Findings of a User Study of Automatically Generated Personas","date":"July 28, 2022","format":false,"excerpt":"We report findings and implications from a seminaturalistic user study of a system for Automatic Persona Generation (APG) using large-scale audience data of an organization\u2019s social media channels conducted at the workplace of a major international corporation. Thirteen participants from a range of positions within the company engaged with the\u2026","rel":"","context":"In "user study"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":64,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/who-are-your-users-comparing-media-professionals-preconception-of-users-to-data-driven-personas\/","url_meta":{"origin":62,"position":4},"title":"Who are your users?: comparing media professionals’ preconception of users to data-driven personas","date":"July 28, 2022","format":false,"excerpt":"One of the reasons for using personas is to align user understandings across project teams and sites. As part of a larger persona study, we conducted 16 qualitative interviews with media producers, the end users of persona descriptions. We asked the participants about their understanding of a typical AJE media\u2026","rel":"","context":"In "user study"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":54,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/is-more-better-impact-of-multiple-photos-on-perception-of-persona-profiles\/","url_meta":{"origin":62,"position":5},"title":"Is More Better?: Impact of Multiple Photos on Perception of Persona Profiles","date":"July 28, 2022","format":false,"excerpt":"In this research, we investigate if and how more photos than a single headshot can heighten the level of information provided by persona profiles. We conduct eye-tracking experiments and qualitative interviews with variations in the photos: a single headshot, a headshot and images of the persona in different contexts, and\u2026","rel":"","context":"In "user study"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/62","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/comments?post=62"}],"version-history":[{"count":1,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/62\/revisions"}],"predecessor-version":[{"id":63,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/62\/revisions\/63"}],"wp:attachment":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/media?parent=62"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/categories?post=62"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/tags?post=62"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}