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SUMMARY:How Can We Measure Reactions to Product Designs? - Katrina Schoen 
 - University of Cambridge\, Engineering Department
DTSTART:20120815T150000Z
DTEND:20120815T160000Z
UID:TALK39188@talks.cam.ac.uk
CONTACT:Labi Ariyo
DESCRIPTION:*Abstract:* Design researchers often use interviews and questi
 onnaires to measure consumer response to products.  This practice continue
 s despite the inherent limitations of these “explicit” self-report met
 hods.  In experimental psychology\, “implicit” reaction time tests hav
 e been developed in an attempt to overcome self-report biases and to obtai
 n a more automatic measure of attitudes.  These implicit methods are typic
 ally applied in studies of addictive or phobic responses to stimuli such a
 s drugs or spiders.  To determine whether implicit testing methods can als
 o be used to provide a measure of consumer product preferences\, we conduc
 ted a series of implicit user studies that measure people’s reactions to
  product images.  We found that implicit methods can be used to distinguis
 h how people respond to different products and that this measure can be a 
 good predictor of product choice. These results support the idea that impl
 icit measures could be employed during the design process to investigate h
 ow users respond to variations in product features and forms.  In this tal
 k\, we will discuss how our experiments were designed\, how the data was a
 nalysed\, and the implications for using implicit methods as a design tool
  in the future.\n\n\n*About the speaker:* Katrina Schoen graduated from th
 e Massachusetts Institute of Technology in 2011 with a B.S. in Mechanical 
 Engineering.  She is currently a research MPhil student in the EDC’s Des
 ign Practice Group\, supervised by Dr. Nathan Crilly.
LOCATION:Arthur Marshall Meeting Room (next to EDC loft)\, Inglis Building
 \, Engineering Department
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