Cultural probes to investigate media use
Cultural probes to investigate media use.
Cultural probes to investigate media use.
Cultural probes to investigate media use.
During the 6-month Media Usage Study 2014, we conducted a Cultural Probes study to get deeper insights into our participants' world. In the end, 28 people from Germany and Switzerland participated. The insights of the probes were the foundation of our five media usage types and the six personas which we created in the end.
JAN.—JUN. 2014 | 7 MIN. READ
AUTHOR: Robin Auer, M,A, Communication Design
Goal
The preparation for a Cultural Probes package is relatively complex, as such a package must be tailored and designed specifically for the study. With the package we hoped to gain access to the participants' private space, which is normally difficult for researchers to access. In an experimental way we wanted to gain inspiring and unexpected insights by the living environment of our participants. We wanted to learn more about how people use analog and digital media at home and what they consume.
Participants
The participants came from Germany and Switzerland. The participants were selected as proportionally as possible to the shopping center's marketing figures. Since a customer survey in 2011 revealed that around 40% of visitors arrive from Switzerland, a similar ratio was used for the Cultural Probes. A total of 28 participants took part in the qualitative study. Of these, 20 were from Germany (10 female, 10 male) and 8 from Switzerland (5 female, 3 male). The shopping center focuses on three target groups. The target group N1 (female youths aged 15 to 28 years) was the largest group in this study with 13 participants. Followed by target group N3 (older persons male and female aged 35 to 60 years) with 8 participants and target group N2 (male youths aged 15 to 28 years) with 7 participants.
Procedure
We used the observation to approach the people and tried to win them for our Cultural Probes study. We explained the reason for the study and the interest on which we acted. We also had shopping vouchers sponsored by our cooperation partner. After the participants received the Cultural Probe packages they were able to simply complete the tasks at home. They had about two weeks to process the results and then sent them back to us with a stamped envelope.
28 of the packages arrived and were included in the analysis. First, we compared the results of all participants and then tried to find patterns within the data. It quickly became clear that the biggest differences can be found between the different age groups. So we formed clusters based on the shopping center's marketing target groups. We wanted to understand how the different target groups used their media. The findings from different studies (JAMES, JIM, Shell), the observations and the Cultural Probes have finally been incorporated into media usage types.
Tools
We distributed small packages with different materials and tasks to the participants. The methods used in this study are explained briefly.
Media diary
The central element of each package was the media diary. The diary contained general information as well as instructions on the individual components of the whole package and the participants were able to document their media behavior.
Postcards
Each postcard asked the participant a different question to their media behavior, which the participant could usually answer by ticking boxes.
Position cards
In a coordinate system, the participants used blue adhesive dots to indicate their position on specific topics. With a second red dot, they should indicate where they would like to be within this coordinate system.
Disposable camera
A list of tasks explained to the participants what they should take pictures of, but also gave them some leeway to show us what they consider important.
Key insights
According to our results, the original target groups were no longer adequate. Especially among the younger target groups, there were significant differences between the media use of male and female participants. The older target group could also be divided into two different groups. The older participants were either very devoted to digital media or strictly refused it. We, therefore, differentiate between an analog and a digital older generation. More information on the individual Media Usage Types can be found in the project description.
Operational readiness
of smartphones
█ No information (10,7%) █ always charged (17,9%) █ not always charged (71,4%)
Results from the quantitative methods
With young people between 15 and 20 years of age, one can almost speak of complete coverage of smartphones.
For 15 to 20 year-olds, how they use the media differs especially in gender. But both, male and female participants, often create permanent background noise and are permanently stimulated by the media.
21–28 year-olds are a transitional generation. This depends on how much the parents have already been in contact with the media. Depending on how normal the use of digital media was in the household, the young people are already among the Digital Natives.
The oldest user group of the study – N3 – has a very conscious approach to media. The use of a digital or analog medium always has a clear benefit or is based on a clear need.
More than 70% of the participants said they made sure that their smartphone was always ready for use. Less than 18% are okay if their smartphone runs out of energy.
Almost 70% of the participants also said that mobile internet was important or even very important to them. 15% find the online function unimportant or very unimportant.
Both digital and analog media are mostly used to keep up to date with current events. Digital media, news apps, and messengers are the leaders.