MEASURING THE INNOVATIVENESS OF DESIGN - MISSION IMPOSSIBLE

Short Description
Why some participants favored NOKIA 6230? How they argued their attitude and … Out of 24 participants 13 favored NOKIA 6630 and 11 favored NOKIA 6230. …

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Joining Forces | University of Art and Design Helsinki | September 22-24, 2005
WHICH ONE DO YOU PREFER AND WHY? THINK ALOUD!
Sami Lahtinen, University of Art and Design Helsinki, Finland
Abstract
How participants compare and evaluate a pair of product pictures with sight? How they ver-balize their attitudes and perceived product attributes? This study will illustrate gaze path and spoken language argumentation events, their sequences and interaction.
Participants were asked first to “View as you wish!” a pair of mobile phone pictures, then they were asked to view phones again with a task “Which one do you prefer and why? Think aloud!”. These two tasks were repeated with other pair of phones. Finally all four phones were shown together in one screen and subjects were asked to evaluate them aloud in scale 1 - 10. Their gaze paths and think aloud argumentations were recorded.
Spoken argumentations of subjects were transcribed and transcriptions were organized by segments of verbal idea units i.e. intonation units. Idea unit-coded transcriptions were time coded and then time synchronized with successive fixation segmented gaze path.
Gaze paths were analyzed with successive fixations analysis method and total fixation dura-tion…

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