Beyond Words: Use Biometrics to Measure Emotion in User Research

Ariel Duncan, Andrew Schall, Robert Christopherson, Ping Du, Jeffrey Wong

Intro

Why this panel?

4

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

TELLS YOU WHAT BUT NOT

WHY

Eye Tracking

5

Brain Activity (EEG)

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

6

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.

Skin Conductivity (GSR or EDA)

7

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

Facial Analysis

Electromyography (EMG)

What can physiological data give us that is new?

How does biometric data complement qualitative data?

How can biometrics improve or streamline the way we present user data to clients and stakeholders?

A Case Study Booking flights

Case Study on Airline Websites

Hardware Used: Laptop + Tobii

X2-30 Eye Tracker + Webcam

Software Used: iMotions

Website B Website N Website S

Group 1 Participants Group 2 Participants Group 3 Participants

Case Study on Airline Websites

1 2 3 45

67

8

9

13

1011 12

14

15 16

17 19 20

2122

2324

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Case Study on Airline Websites

Website B Website N Website S

Flight Search Box

Metric for comparison: Number of occurrences of frustration expressions

Do the flight search boxes of the three websites have any differences in terms of their usability?

Flight Search Box

Flight Search Box

Broader Applications

Design solution 1 Design solution 2

Feature A Feature A

Compare different design solutions for a particular function

Broader Applications

Evaluate an interface in high level

Identify trouble elements in an interface

Broader Applications

Monitor eye movements and facial expressions in real time during usability tests to help researchers identify pain points of users

Frustration

Confusion

Time

Time

Broader Applications

What are some up and coming applications of biometric data?

What are limitations of biometric data? What do we need to be careful of?

What size enterprise can do this type of research successfully?

Q & A

Wrap Up