New Methods for Measuring Emotional Engagement

UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1

New Methodsfor Measuring Emotional Engagement

Andrew Schall

@andrewschall

UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall

Andrew Schall.

Vice President of UX, SPARK Experience

Co-Author, Eye Tracking in User Experience Design

President, UXPA of Washington DC


A workshop is meant to:

React to

Create

Refine

Ideas


HOW DO WE

EVALUATE EMOTION?

What methods exist to

understand how our users

are feeling?


You Can’t Accurately Ask About Emotions

Current methods for

evaluating emotion are limited

to what a user selectively self

reports

to the study facilitator.


You Can’t Accurately Ask About Emotions

Emotion is not primarily a

language-based experience;

conscious effort is required

to put experience into words.


BIO/NEURO METRICS

How can UX researchers

apply this technology to

study emotions?


Disclaimer: I am not a neuroscientist or human physiologist.


EyeTracking.

Eye Tracking is critical for any

emotional analysis. Eye tracking

can tell us:

Time & Location

• Where they looked

• When they looked

Engagement Level

• How long they looked

• How frequently they looked

UXPA 2014 New Methods for Measuring Emotion | June 25, 2014 @andrewschall 1 0

EyeTracking.


• HELPS YOU UNDERSTAND WHAT THE

USER IS PAYING ATTENTION TO

• EASY DATA COLLECTION

• SOFTWARE-GENERATED VISUALS

PROS

• TELLS YOU WHAT BUT NOT WHY

CONS

EyeTracking.


BrainActivity.

Electroencephalography is a

way to measure brain activity

with sensors on the head.

Brainwaves can be interpreted

to understand core emotions:

• Happiness/Sadness

• Excitement/Boredom

• Frustration/Relaxation


BrainActivity.


BrainActivity.

• BROAD SPECTRUM OF EMOTIONS

• ABILITY TO COLLECT VALENCE

• RELATIVELY FAST & EASY TO SETUP

PROS

• RAW DATA CAN BE NOISY

• TIME-CONSUMING & COMPLEX TO

ANALYZE

• DATA CAN BE MISINTERPRETED

CONS


SkinConductivity.

The sensor measures small

changes in user’s skin conductance

(GSR). These sweat gland changes

are directly related to the

Sympathetic Nervous System

activation, also known as the fight

or flight response.


SkinConductivity.

When a user becomes

frustrated, excited,

anxious, stressed, etc.

their skin conductance

will spike.


SkinConductivity.

• EASY TO SETUP

• MINIMALLY INTRUSIVE

• DATA ANALYSIS LESS COMPLEX

• FOCUS ON AROUSAL & STRESS

PROS

• DELAYED REACTION

• LIMITED RANGE OF EMOTIONS

• CAN NOT MEASURE VALIENCE

CONS

Fig. 2. Shimmer 3 GSR Unit (Source: Shimmer)

Researchers should be aware that the results from GSR do not correspond with a

response to a stimulus in real-time. GSR can produce response latencies between 3 to

6 seconds from the response to a stimulus8. Therefore it is not recommended to use

GSR to identify the exact moment when a response was triggered. Instead,

researchers should analyze the response over a period of time, for example the

duration of a task or the presentation of a stimulus, and then compare the result to

other such units. For all biometric measurements, but especially with GSR, it is

critical to obtain a baseline measurement prior to the presentation of stimuli.

Participants will vary in terms of their typical level of sweat output and their

emotional state (e.g. feeling anxious) when they arrive at the test facility. By

establishing a baseline it provides a point of comparison between their state prior and

after a stimulus has been shown.

2.3 EEG

EEG measures electrical activity in the brain by placing electrodes along various

points along the scalp. The signals obtained from these electrodes are represented by

waveforms reflecting voltage variation over time9.

Fig. 2. Emotiv EEG headset (Source: Emotiv)


PupilResponse.

http://www.scientificamerican.com/article/eye-opener-why-do-pupils-dialate/

Pupilametry is used to measure the real-time

diameter of the changes in pupil size. This

can be used to detect emotions:

• Mental workload

• Frustration/Stress

• Arousal/Interest


PupilResponse.

Research shows that the worst

time to interrupt anyone is when

they have the highest memory

load. Pupillometry studies have

shown that interruptions during

peak loads cause the biggest

disruption.

Shamsi T. Iqbal, Xianjun Sam Zheng, and Brian P. Bailey. 2004. Task-evoked pupillary response to mental

workload in human-computer interaction. In CHI '04 Extended Abstracts on Human Factors in Computing Systems


PupilResponse.

• EYE TRACKER ALREADY

COLLECTS IT

• STRAIGHTFORWARD ANALYSIS

• FOCUS ON AROUSAL & STRESS

PROS

• HIGHLY SUBJECT TO

LIGHTING VARIABILITY

• CAN NOT DETECT VALENCE

CONS


FacialAnalysis.

Facial expression recognition uses a simple

webcam and software to identify facial

expressions people display.

It can detect a wide range of emotions:

• Happiness

• Sadness

• Angry

• Frustration

• Confusion


FacialAnalysis.

The software looks at facial action units that are then combined to

identify specific emotions.


FacialAnalysis.

• AUTOMATIC CODING OF FACIAL

EXPRESSIONS

• CAN DETECT VALENCE

• WORKS WITH ANY WEBCAM

PROS

• INCONSISTENT RESULTS

• MAY REQUIRE LARGER

SAMPLE SIZE TO ACCOUNT

FOR VARIANCES

CONS


DataAnalysis.

iMotions Attention Tool Noldus Research Suite


TakeAways.

Major opportunities to use bio/neurometrics to understand

users’ emotions in the context of user experience.

Tools are rapidly improving in terms of easy of data collection

and analysis…but still a long way to go.

Be aware of the current limitations and challenges of using

this technology.

01 /

02 /

03 /


YourVoice.

What are the best applications for biometric

measurements in UX research?

What are the practical considerations/issues

with using these tools for UX research?

How do we design an effective study to

measure emotion for UX evaluation?

Is this the future of UX research?

01 /

02 /

03 /

04 /


GROUP ACTIVITY

What are the best applications

for biometric measurements in

UX research?


GROUP ACTIVITY

What are the practical

considerations/issues with using

these tools for UX research?


GROUP ACTIVITY

How do we design an effective

study to measure emotion for UX

evaluation?


GROUP ACTIVITY

Is this the future of UX

research?


OPEN FORUM

What are your ideas, questions,

concerns about this kind of

research?


CONTACT

Andrew [email protected]

www.sparkexperience.com

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New Methods for Measuring Emotional Engagement

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