research-article

Fixation and Confusion: Investigating Eye-tracking Participants' Exposure to Information in Personas

Authors:

Bernard J. Jansen,

Haewoon KwakAuthors Info & Claims

CHIIR '18: Proceedings of the 2018 Conference on Human Information Interaction & Retrieval

Pages 110 - 119

https://doi.org/10.1145/3176349.3176391

Published: 01 March 2018 Publication History

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 eye-tracking 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.

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cover image ACM Conferences

CHIIR '18: Proceedings of the 2018 Conference on Human Information Interaction & Retrieval

March 2018

402 pages

ISBN:9781450349253

DOI:10.1145/3176349

General Chairs:
Chirag Shah
Rutgers University, USA
,
Nicholas J. Belkin
Rutgers University, USA
,
Program Chairs:
Katriina Byström
Oslo Metropolitan University, Norway
,
Jeff Huang
Brown University, USA
,
Falk Scholer
RMIT University, Australia

Copyright © 2018 ACM.

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SIGIR: ACM Special Interest Group on Information Retrieval

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New York, NY, United States

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Published: 01 March 2018

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CHIIR '18

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CHIIR '18: Conference on Human Information Interaction and Retrieval

March 11 - 15, 2018

NJ, New Brunswick, USA

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CHIIR '18 Paper Acceptance Rate 22 of 57 submissions, 39%;

Overall Acceptance Rate 55 of 163 submissions, 34%

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https://dl.acm.org/doi/10.1145/3686215.3688382
Pinney CRaj AHanna AEkstrand M(2023)Much Ado About GenderProceedings of the 2023 Conference on Human Information Interaction and Retrieval10.1145/3576840.3578316(269-279)Online publication date: 19-Mar-2023
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Jansen BAldous KSalminen JAlmerekhi HJung SJansen BAldous KSalminen JAlmerekhi HJung S(2023)User Study AnalyticsUnderstanding Audiences, Customers, and Users via Analytics10.1007/978-3-031-41933-1_10(115-126)Online publication date: 6-Sep-2023
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