L3

Pushpendra Singh
Interactive Systems
Recall Surveys
• Surveys can be used to
– Gather information about people’s habits, interaction with technology, or
behavior
– Get demographic or psychographic information to characterize a population
– Get feedback on people’s experiences with a product, service, or application
– Collect people’s attitudes and perceptions toward an application in the context of
usage
– Understand people’s intents and motivations for using an application
– Quantitatively measure task success with specific parts of an application
– Capture people’s awareness of certain systems, services, theories, or features
– Compare people’s attitudes, experiences, etc. over time and across dimension
When to use
• Attitudes: Surveys can accurately measure and reliably represent attitudes and
perceptions of a population.
• Intent: Surveys can collect peoples’ reasons for using an application at a specific
time, allowing researchers to gauge the frequency across different objectives.
• Awareness: Surveys can also help in understanding people’s awareness of existing technologies
or specific application features
• User experience feedback: Collecting open-ended feedback about a user’s experience can be used
to understand the user’s interaction with technology or to inform system requirements.
• User characteristics: Surveys can be used to understand a system’s users and
to better serve their needs.
When to avoid
• Precise behaviors
• Underlying motivations
• Usability evaluations
Qualitative
Interviews
1/25/2023
Sample Footer Text 5
Qualitative Interview
• Verbally asking participants a set of evaluation questions and hearing the
participant’s point of view in their own words.
• Interviews can be structured, unstructured, or semi-structured
• They can be done in person, over the phone/web They can be done individually
or as a group
When to use
• When you want to hear the person’s own voice, his/her own perspective
• When you want to delve into depth about a topic, an experience, a program
• When people like personal interaction
• When personal interaction is likely to yield the best data When reading and
writing skills are limited
• When you want to encourage people to reflect and learn from the topic
Cultural aspects
• Preferred by populations with an oral culture Language level proficiency; verbal
skill proficiency
• Politeness – nodding, smiling, agreeing (unacceptable to say “no” in some
cultures/settings)
• Need to have someone present, person-to-person interaction

• A structured interview uses a
set of questions that are asked
in a standard way across all
respondents (basically like a
survey).
• An unstructured interview has a
topic to be explored but what is
covered is up to the
respondent.
Interview Types
– An opening question might
introduce the topic: I’d like to get
your perspective about Cornell
Tech. What would you like to tell
me about it?
1/25/2023
Interviews
• A semi-structured interview has specific topic areas
and a general set of questions but the interview flows
like a conversation and topics are covered as they
come up.
• A key component of conducting semi-structured
interviews is probing.
• Probing is the process of asking follow-up questions
to dig deeper in order to obtain useful, meaningful
information
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Probing - Example
• Interview question: “What do you like best about this degree program?”
• Response: “I like everything.”
• Probe 1: “What one thing really stands out?”
• Response: “My professor in the AI class.”
• Probe 2: “What about the program activities?”
• Response : “I liked it when we had famous people come and talk to us.”
• Probe 3: “Really? Tell me more…?”
• Response : “It was interesting to hear their perspectives. I heard some things I hadn’t
considered before.”
• Probe 4: “What is one thing that you learned from them?”
How to probe
Interesting…..
tell me more…. Can you expand on that?
Can you give me a bit more detail?
….Go on…..
What happened next?
Do you have any other examples? etc. etc.
Planning the Interview
• What do you want to learn
– What is your goal for conducting the interviews?
• Who do you intend to interview?

– What are their characteristics?
– How many?
– How will they be selected?
• Will you conduct individual or group interviews?

– Which will be more comfortable for participants?
– If you are considering a group interview, how might the presence of peers affect what
they are willing to say?
Planning the interview
• Where will the interview be held?
– How long will each interview take?
• Who will do the interviewing?

– You? Colleagues/Teammates? Others?
– Will you need to train the interviewers?
• Will there be an incentive for participants?

– Money / Giftcard/ Food/…
Developing the Interview Questions
• What do you want to know?
– Be sure to have a clear goal
• Decide on the questions you will ask
– Brainstorm questions
– Prioritize and identify the key questions
– Identify possible probing questions
– Anticipate how long each question will take
• Sequence the questions
– Opening questions, transition questions, ending questions
• Write your questions down in an interview guide
• The type and specificity of your questions depends on whether you are conducting a
structured, semi- structured or unstructured interview
Pilot Testing
• With a colleague, friend, or family member and/or
• With a few people like those you intend to interview
Capturing what people say during the interview
(data collection)
• Use paper and write down what the person says as they talk
• Jot down notes during the interview and fill in immediately after the interview
• Audio record the interview for transcription and analysis
• Check and fill in your notes at the end of each interview – don’t wait to do this
because you will forget details
• Write a brief summary for each interview – highlight themes, quotes, key points
How to conduct interviews
• Greet the interviewee in a culturally appropriate way.
• Consider where you are sitting, and where the interviewee sits. Make sure they
are comfortable.
• Friendly gestures, jokes, and conversation may help break the ice.
• Explain the purpose of the interview. Ask them “May we begin?”
• Start with a topic that is not sensitive
• Use open-ended questions

• Avoid asking leading questions
How to conduct interviews
• Follow the flow of the discussion
• Ask “probing” questions
• Listen!! Do not only look at your interview guide
• Avoid passing opinions or judgements. Treat your interviewee as an equal.
• Respond to issues raised by your interviewee.
• Thank the interviewee at the end and give them time to ask you questions.
Analyzing Interview Data
• Review notes, listen to tapes or review transcripts
• Organize interviews by question and summarize across all interviews
• Identify themes, patterns and divergences Highlight key points and notable
quotes
Strength of Interviews
• Depth of information
– Researcher can probe to get a better understanding of perspectives and experiences
• Respondent can influence the topic so unexpected issues/topics emerge

• Topic guide ensures that a core list of questions is asked in each interview
• Because order of questions not fixed, flow and sharing of views is more natural.
Weaknesses of Interviews
• Trained interviewers needed to probe without being directive or judgmental
• Time consuming and challenging to analyze findings
• Researcher has to avoid their own bias in analysis
• Analysis is time-consuming
• Difficult to generalize findings
Focus Groups
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Focus Group Discussions (FGD)
• Groups of people to discuss a specific topic of interest
– E.g.:
• Caregivers of Mental Health Patients to discuss caregiving methods
• Women Bus travelers on Bus marshal policy
• The people may agree or disagree with each other

– Provides an insight on how a group thinks about an issue
– Provides insight on inconsistencies and variations present in a community
Preparing for FGDs
• Choose small numbers
– UNICEF guidelines suggest 8-12; others indicate 6-8; context matters
• Choose a place and seating arrangement

– Have easy access for all
• Choose an attire that fits in the context

FGDs
• Advantages • Disadvantages
– Generation of new ideas – Control is with moderator
– Dynamic discussion • Some may dominate the groups and others
may not find time to express
– Expressions can also provide useful
insights – Respondents may be reluctant to share
some information
Projects
Projects
• Teams are almost final
– One team of two – please get in a group that is ready to accommodate you
– Ensure that all your team members are indeed taking the course – make necessary
modifications by EoD
• Brainstorm 5 topics to discuss about a project

– Project should be CS based involving System Development
– Project should have a large component of direct interaction with human
Project presentations
• Present the problem
• Identify
– Target user groups
– Survey, FGD, Interview
– Qualitative research methods
– Quantitative data collections
– Usability evaluation criteria
– …
Project presentation
• Each group presents for 10 minutes
• Date: 4th Feb (Saturday – working with Thursday timetable)
– Proposed slot is 9-12
• Let me know if you have classes
• Be present for others’ presentations

– Watch, ask, learn
References
• Judith S Olson and Wendy A Kellogg. 2014. Ways of Knowing in HCI . Vol. 2.
Springer.
• Nicky Dell’ website: https://sites.google.com/view/hci2019

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Pushpendra Singh

• Need to have someone present, person-to-person interaction

• Who do you intend to interview?

• Will you conduct individual or group interviews?

• Who will do the interviewing?

• Will there be an incentive for participants?

• Use open-ended questions

• Respondent can influence the topic so unexpected issues/topics emerge

• The people may agree or disagree with each other

• Choose a place and seating arrangement

• Choose an attire that fits in the context

• Brainstorm 5 topics to discuss about a project

• Be present for others’ presentations

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